Journal of Retailing最新文献_第5页

Friends or Enemies? The impact of partial competitor referral on consumer purchase 朋友还是敌人？部分竞争对手推荐对消费者购买的影响

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2025-01-30 DOI: 10.1016/j.jretai.2025.01.001

Haichuan Zhao , Mingyue Zhang , Haipeng (Allan) Chen

Partial competitor referral is a common sales influence tactic used to increase consumers’ likelihood of purchasing a focal product (e.g., a painting or table) by referring consumers to a competitor that offers a non-focal product (e.g., a frame or chairs). This study examines the impact of two types of partial competitor referrals, i.e., recommending a competitor with strategic vs. tactical advantages, and their impact on consumers’ purchase intention. Five studies showed that recommending a competitor with strategic (vs. tactical) advantages on a non-focal product increases consumers’ purchase intention of the focal product. Credibility of the referral signal and trust of the seller (e.g. goodwill, integrity, and competence trust) mediate the effects. Skepticism toward salespeople, the presence of monetary incentives for referrals, and seller-competitor product assortment overlap moderate the effects. Additionally, we found that recommending a competitor with strategic (vs. tactical) advantages on a non-focal product decreases consumers' future purchase intention for the non-focal product. Theoretical contributions and practical implications of our research are discussed.

部分竞争对手推荐是一种常见的销售影响策略，通过将消费者推荐给提供非重点产品（如框架或椅子）的竞争对手，来增加消费者购买重点产品（如绘画或桌子）的可能性。本研究考察了两种类型的部分竞争对手推荐的影响，即推荐具有战略优势的竞争对手与战术优势的竞争对手，以及它们对消费者购买意愿的影响。五项研究表明，推荐在非重点产品上具有战略（vs.战术）优势的竞争对手会增加消费者对重点产品的购买意愿。推荐信号的可信度和卖家的信任（如商誉、诚信和能力信任）起到中介作用。对销售人员的怀疑，对推荐的金钱激励的存在，以及卖方-竞争对手的产品分类重叠缓和了这种影响。此外，我们发现，推荐在非焦点产品上具有战略（相对于战术）优势的竞争对手会降低消费者未来对非焦点产品的购买意愿。讨论了本研究的理论贡献和现实意义。

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引用次数: 0

Lost in translation? How multilingual packaging influences product evaluations by impeding consumers’ processing fluency 迷失在翻译中？多语言包装如何通过阻碍消费者的加工流畅性来影响产品评价

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2024-12-31 DOI: 10.1016/j.jretai.2024.12.004

Verena Hüttl-Maack, Rafael Munz

Owing to the global nature of today's marketplace, companies commonly use standardized packaging to distribute their products in multiple countries. Hence, consumers are regularly confronted with packaging that presents product information in their native language and in multiple foreign languages. However, how this impacts consumers has rarely been studied. In three experimental studies (N = 3,010), we identify processing fluency as an important driver of the consumer-sided consequences of multilingual packaging. Our research finds that the presence of foreign languages with which consumers are only weakly familiar impedes their mental processing of the product, resulting in less favorable product evaluations. Furthermore, a high number of translations printed on packaging also decreases processing fluency. Although multilingual packaging might be seen as a purely distributional cost-cutting method, the results of this research suggest that companies need to carefully consider how many and which languages are placed on packaging to realize their products’ full sales potential. Theoretical contributions, implications for packaging design, and directions for further research are discussed.

由于当今市场的全球性，公司通常使用标准化包装在多个国家分销他们的产品。因此，消费者经常会遇到用他们的母语和多种外语呈现产品信息的包装。然而，这对消费者的影响却很少被研究。在三项实验研究（N = 3,010）中，我们确定加工流畅性是多语言包装对消费者产生影响的重要驱动因素。我们的研究发现，消费者不太熟悉的外语的存在阻碍了他们对产品的心理加工，导致对产品的评价不那么好。此外，印刷在包装上的大量翻译也降低了处理的流畅性。虽然多语言包装可能被视为纯粹的分销成本削减方法，但这项研究的结果表明，公司需要仔细考虑在包装上放置多少语言和哪些语言，以实现其产品的全部销售潜力。讨论了理论贡献、对包装设计的启示和进一步研究的方向。

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引用次数: 0

Too assertive to recommend: The effect of assertive tone on referral behavior 过于自信的推荐：自信语气对推荐行为的影响

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2024-12-30 DOI: 10.1016/j.jretai.2024.12.001

Huixin Deng , Shaoguang Yang , Liyin Jin

Brands and retailers are increasingly adopting referral reward programs (RRPs) as a customer acquisition strategy. RRPs provide existing customers with referral messages and incentivize them to share those messages with other potential customers. Despite their growing popularity, there is a limited understanding of how to effectively promote RRPs, especially with regard to message tone assertiveness. In a large-scale field experiment (N = 61,401, Study 1), we discovered that consumers (i.e., senders) are less inclined to participate in referral programs when they are provided with a pregenerated referral message with a more assertive tone than when they are provided with less assertive alternatives. We found that an assertive message leads senders to anticipate greater psychological reactance from their recipients, a metaperception that diminishes their willingness to engage in RRPs (Studies 2A and 2B). Additionally, we identified two significant moderators: the detrimental effect of an assertive tone is mitigated when the product offers important benefits to recipients (Study 3) or when the referral promotion is time limited (Study 4).

品牌和零售商越来越多地采用推荐奖励计划（rrp）作为获取客户的策略。rrp为现有客户提供推荐消息，并激励他们与其他潜在客户共享这些消息。尽管rrp越来越受欢迎，但人们对如何有效地推广rrp的理解有限，尤其是在信息语气自信方面。在一项大规模的现场实验中（N = 61,401，研究1），我们发现当消费者（即发送者）被提供一个语气更自信的预先生成的推荐信息时，他们不太愿意参与推荐计划，而当他们被提供一个语气不那么自信的替代信息时。我们发现，自信的信息会导致发送者预期接收者会产生更大的心理抗拒，这种元知觉会降低他们参与rrp的意愿（研究2A和2B）。此外，我们发现了两个重要的调节因素：当产品为接受者提供重要利益时（研究3），或者当推荐推广有时间限制时（研究4），自信语气的有害影响会减轻。

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引用次数: 0

Pricing cues and retail competition 价格线索和零售竞争

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2024-12-23 DOI: 10.1016/j.jretai.2024.12.002

Anand Krishnamoorthy , Preethika Sainam

Retailers that do not consistently display pricing cues (e.g., “Save $200″) may face lower demand from consumers who do not benefit from the additional transaction utility, a fact that is well-documented in the extant literature. This study investigates why some retailers choose not to display pricing cues despite these documented benefits, how optimal prices are affected by the display of pricing cues, and which type of retailer – service-focused or price-focused – is more likely to display pricing cues.

Analysis of our analytical model of competing retailers with asymmetric sales support reveals two effects of pricing-cue display: a “direct-demand effect” and a “competitive effect.” We find that when both retailers display a pricing cue, they can charge a higher price due to the increased transaction utility provided to customers (“direct-demand effect”). However, in the asymmetric scenario, when only one retailer displays a pricing cue, it has the additional effect of lowering the price of the non-displaying retailer (“competitive effect”). Further, we find that the price dispersion is higher when a service-focused retailer displays a pricing cue and the competing price-focused retailer does not, leading that case to be the more likely asymmetric equilibrium.

Empirical analysis of price and pricing-cue data for consumer-electronics products across several online retailers validates our analytical findings. Our analytical and empirical assessments underscore the significance of retailers’ pricing-cue display strategies and their impact on consumers, offering both academic and managerial implications.

没有持续显示价格提示（例如，“节省200美元″”）的零售商可能会面临消费者的低需求，因为消费者没有从额外的交易效用中受益，这一事实在现有文献中得到了充分的证明。本研究调查了为什么有些零售商选择不显示价格线索，尽管有这些记录的好处，价格线索的显示是如何影响最优价格的，以及哪种类型的零售商——以服务为中心还是以价格为中心——更有可能显示价格线索。我们对具有不对称销售支持的竞争零售商的分析模型进行了分析，揭示了价格提示显示的两种效应：“直接需求效应”和“竞争效应”。我们发现，当两家零售商都显示定价提示时，由于提供给顾客的交易效用增加，他们可以收取更高的价格（“直接需求效应”）。然而，在不对称场景中，当只有一个零售商显示价格提示时，它具有降低非显示零售商价格的额外效果（“竞争效应”）。此外，我们发现，当以服务为中心的零售商显示价格线索而竞争的以价格为中心的零售商不显示价格线索时，价格差异更大，导致这种情况更有可能成为不对称均衡。对几个在线零售商消费电子产品的价格和定价线索数据的实证分析验证了我们的分析结果。我们的分析和实证评估强调了零售商的价格提示展示策略的重要性及其对消费者的影响，提供了学术和管理上的启示。

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引用次数: 0

A potential win-win-win strategy when pruning the direct channel: Motivating retailers to migrate to a designated intermediary 一个潜在的三赢策略，当修剪直接渠道：激励零售商迁移到指定的中介

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2024-12-14 DOI: 10.1016/j.jretai.2024.11.002

Divya Anand , Andrew T. Crecelius , Justin M. Lawrence , Lisa K. Scheer

Many retailers prefer to directly purchase from manufacturers, yet cost concerns motivate manufacturers to periodically prune their channels by cutting off direct customers or nudging them towards intermediaries. One frequent divestment strategy is involuntary intermediation wherein the manufacturer eliminates a retailer's option to purchase directly, while steering it toward a designated intermediary. Using enactment theory from supply chain disruption literature, this research examines this strategy and customers’ subsequent decisions when facing involuntary intermediation, specifically: (1) whether or not to migrate as suggested by the manufacturer and (2) for customers that choose to migrate, how much to purchase subsequently from the intermediary, including both the manufacturer's products and other brands. Analyzing unique data provided by both a manufacturer and its designated intermediary, the authors find that although only 80 % of the customers migrated, usually all parties—the migrating customers, the manufacturer, and the intermediary—benefitted from the changes. Interestingly, purchasing increased most among the types of customers least likely to migrate, indicating that resources devoted to persuading such customers are worthwhile and can pay high dividends for both manufacturer and intermediary.

许多零售商更喜欢直接从制造商那里采购，但出于成本考虑，制造商会定期削减渠道，切断直接客户，或将他们推向中间商。一种常见的撤资策略是非自愿中介，其中制造商消除了零售商直接购买的选择，同时将其转向指定的中介。利用供应链中断文献中的制定理论，本研究考察了这一策略以及客户在面临非自愿中介时的后续决策，具体而言：(1)是否按照制造商的建议迁移；(2)对于选择迁移的客户，随后从中介购买多少产品，包括制造商的产品和其他品牌。通过分析制造商及其指定中介机构提供的独特数据，作者发现，尽管只有80%的客户迁移，但通常所有各方——迁移的客户、制造商和中介机构——都从这些变化中受益。有趣的是，在最不可能迁移的客户类型中，购买量增加最多，这表明用于说服这些客户的资源是值得的，并且可以为制造商和中介带来高额回报。

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引用次数: 0

Sell on, sell to, or sell through: The sales performance implications of brand-platform selling arrangements 销售：品牌平台销售安排对销售业绩的影响

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2024-12-01 DOI: 10.1016/j.jretai.2024.09.003

Hao Wang , Valerie Good , Joon Ho Lim , Ming-Huei Hsieh

Despite the growing prevalence of online retail platforms, scant research has focused on how different selling arrangements affect brand sales performance on the platform. This study explores the sales performance implications of three brand–platform selling arrangements: 1P (a brand manufacturer sells to the platform for resale), 3P (a brand manufacturer sells on the platform), and 2P (a brand manufacturer sells through the platform using a hybrid model in which the platform handles all fulfillment). Utilizing a comprehensive dataset from a major U.S. brand-aggregator platform, encompassing 21,555 brand–category observations across 17 product categories, we examine the impact of these selling arrangements on brand sales performance on the platform. The findings reveal that 2P operations are generally associated with higher sales performance than 1P operations. We find no significant difference between 2P and 3P operations. The study also shows that the effectiveness of these arrangements is contingent on brand characteristics such as operational capabilities, innovativeness, and pricing strategies. This research contributes to understanding the nuanced interplay between platform selling arrangements and brand attributes, providing strategic insights for brand managers in the evolving online retail landscape.

尽管在线零售平台日益盛行，但很少有研究关注不同的销售安排如何影响品牌在平台上的销售业绩。本研究探讨了三种品牌平台销售安排对销售业绩的影响：1P（品牌制造商向平台转售）、3P（品牌制造商在平台上销售）和 2P（品牌制造商通过平台销售，采用混合模式，由平台处理所有履行）。我们利用美国一家大型品牌聚合平台的综合数据集（涵盖 17 个产品类别的 21,555 个品牌类别观察值），研究了这些销售安排对平台上品牌销售业绩的影响。研究结果表明，2P 业务的销售业绩普遍高于 1P 业务。我们发现 2P 和 3P 运作之间没有明显差异。研究还表明，这些安排的有效性取决于品牌特征，如运营能力、创新能力和定价策略。这项研究有助于理解平台销售安排与品牌属性之间微妙的相互作用，为品牌管理者在不断变化的在线零售环境中提供战略见解。

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引用次数: 0

Explaining physical retail store closures in digital times 解释数字时代实体零售店关闭的原因

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2024-12-01 DOI: 10.1016/j.jretai.2024.07.001

Ann-Kristin Kupfer , André Marchand , Thorsten Hennig-Thurau

The widespread closures of physical retail stores in the digital age significantly impact business outcomes, urban communities, and regional economies. Understanding this phenomenon is crucial for retailers, policymakers, and society at large. Drawing from literature on retail success factors, we derive a comprehensive set of factors that may help explain why some retail stores close while others survive. We test the relationships of these factors with store closures using a unique dataset that combines responses from a large-scale consumer survey with observational data on actual store closures in the apparel and media categories between 2015 and 2020. Rare-case regression analyses reveal that factors related to the store's product selection (e.g., assortment uniqueness), store environment (e.g., an accessible location), the offered experience (e.g., store atmosphere), and frictionless transactions (e.g., via convenient store hours) are significantly associated with store closures in our data. In contrast, several other established store success factors (e.g., service) show no such significant association. Additional empirical analyses highlight differences between stores that offer apparel versus media products, are smaller versus larger, and located inside versus outside city centers to provide context and specificity to the findings.

数字时代实体零售店的普遍关闭对商业成果、城市社区和区域经济产生了重大影响。理解这一现象对零售商、政策制定者和整个社会都至关重要。从有关零售成功因素的文献中，我们得出了一套全面的因素，这些因素可能有助于解释为什么一些零售商店关闭而另一些零售商店存活下来。我们使用一个独特的数据集来测试这些因素与门店关闭的关系，该数据集结合了2015年至2020年期间服装和媒体类实际门店关闭的观察数据和大规模消费者调查的回应。罕见情况的回归分析显示，与商店的产品选择（例如，分类独特性）、商店环境（例如，可到达的位置）、提供的体验（例如，商店氛围）和无摩擦交易（例如，通过方便的商店时间）相关的因素与我们的数据中的商店关闭显着相关。相比之下，其他几个已建立的商店成功因素（如服务）没有显示出如此显著的关联。额外的实证分析强调了服装和媒体产品商店之间的差异，较小的商店和较大的商店，位于城市中心内外的商店，为研究结果提供了背景和特殊性。

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引用次数: 0

A comprehensive examination of digital retailing: A text-mining review and research agenda 数字零售的综合考察：文本挖掘回顾和研究议程

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2024-12-01 DOI: 10.1016/j.jretai.2024.10.001

Elisa B. Schweiger , Virginia Vannucci , Valentina Mazzoli , Laura Grazzini , Anne L. Roggeveen , Dhruv Grewal , Raffaele Donvito , Gaetano Aiello

Digital retailing encompasses all the digital technology–enabled assets and retail activities that a retailer can use to create, capture, communicate, and deliver value throughout the customer journey. This comprehensive topic modeling analysis of 4,730 articles from 35 years of research across multiple disciplines showcases how the research is evolving overtime and within the disciplines. Results reveal 11 topics areas (consisting of 66 subtopics), as well as the prevalence of these topics within each discipline. Results highlight how the topics have evolved overtime. For example, research on consumer motivation to use technology, retail environmental factors, and firm factors is increasing, while research on trust and risk factors is declining. The trends vary across disciplines. Results also highlight the relationship among the topics, and the impact of publications in each of the topic areas by considering citations across time and disciplines. Implications for future research are discussed.

数字零售包括所有数字技术资产和零售活动，零售商可利用这些资产和活动在整个顾客旅程中创造、捕捉、交流和提供价值。本研究对 35 年来跨多个学科研究的 4,730 篇文章进行了全面的主题建模分析，展示了各学科内的研究是如何随着时间的推移而不断发展的。结果揭示了 11 个主题领域（由 66 个子主题组成），以及这些主题在各学科中的流行程度。结果突显了这些主题是如何随着时间的推移而演变的。例如，关于消费者使用技术的动机、零售环境因素和企业因素的研究正在增加，而关于信任和风险因素的研究正在减少。各学科的趋势各不相同。研究结果还强调了各主题之间的关系，以及通过考虑不同时期和不同学科的引用情况，各主题领域出版物的影响。讨论了对未来研究的启示。

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引用次数: 0

Thoughtful or thoughtless? Asymmetric attitudes of gift-givers and gift-recipients toward overpackaged gifts 周到还是不周到？送礼者和受礼者对过度包装礼物的不对称态度

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2024-12-01 DOI: 10.1016/j.jretai.2024.10.002

Haijiao Shi , Rong Chen , Bingqing (Miranda) Yin

Gift packaging plays an important role in gift-giving. In recent years, there has been an increase in the prevalence of overpackaged gifts. The current research explores how gift-givers and gift-recipients evaluate an overpackaged gift asymmetrically. Across five studies and four supplementary studies, we demonstrate that gift-givers prefer overpackaged gifts and evaluate them more positively than regularly packaged gifts. Conversely, gift-recipients prefer regularly packaged gifts and evaluate overpackaged gifts less positively. This is because gift-givers use overpackaging to signal their thoughtfulness, whereas gift-recipients may interpret overpackaging as a signal of the giver's lack of thoughtfulness (i.e., prioritizing packaging over the gift itself). We further demonstrate that these asymmetric attitudes toward overpackaged gifts between givers and recipients are influenced by gift-giving occasions and social closeness. Specifically, this discrepancy becomes more pronounced in obligatory occasions or when there is a greater social distance between givers and recipients. This research highlights a novel preference discrepancy in gift-giving: the perception and evaluation mismatch of overpackaging between gift-givers and gift-recipients. We provide insights for consumers and offer actionable guidance for gift-giving retailers regarding the design of gift packaging.

礼品包装在送礼中扮演着重要角色。近年来，过度包装的礼品越来越普遍。目前的研究探讨了送礼者和受礼者如何对过度包装的礼品进行非对称评价。通过五项研究和四项补充研究，我们证明送礼者更喜欢过度包装的礼品，对它们的评价比普通包装的礼品更积极。相反，受礼者更喜欢普通包装的礼品，而对过度包装礼品的评价则不那么积极。这是因为送礼者利用过度包装来表达他们的体贴，而受礼者则可能将过度包装理解为送礼者缺乏体贴的信号（即包装优先于礼物本身）。我们进一步证明，送礼者和受礼者对过度包装礼物的不对称态度会受到送礼场合和社交亲密程度的影响。具体来说，在强制性场合或送礼者与收礼者之间的社会距离较大时，这种差异会变得更加明显。这项研究强调了送礼中一种新的偏好差异：送礼者和收礼者对过度包装的感知和评价不匹配。我们为消费者提供了见解，并为礼品零售商提供了有关礼品包装设计的可行指导。

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引用次数: 0

Can I choose my offer? How choice of a promotional offer impacts consumer evaluations and decisions 我可以选择报价吗？促销产品的选择如何影响消费者的评价和决定

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2024-12-01 DOI: 10.1016/j.jretai.2024.09.001

Atmadeep Mukherjee , Scot Burton , Ronn J. Smith , Pramod Iyer

Free gifts play a role in consumer sales promotions, and some retailers have begun to provide consumers with a choice of free gifts. However, there is scant empirical research that explores the effects of this novel sales promotion on consumption variables. This research investigates the interactive effects of attributes and gift choice (versus a fixed free gift) on value perceptions and purchase intentions. Findings show that by offering a choice set, marketers can increase the perceived value and attenuate the negative effects of lower monetary levels of the gift offer. Our conceptualization and predictions are supported by one field and four controlled experiments in a variety of contexts. Additionally, this research identifies boundary conditions and eliminates potential alternative explanations. Results advance our understanding of the moderating and mediating relationships between value perceptions and purchase intentions, and how managers can use free gift choices in designing effective sales promotions.

免费礼品对消费者的销售起到了促进作用，一些零售商已经开始为消费者提供免费礼品的选择。然而，很少有实证研究探讨这种新颖的促销对消费变量的影响。本研究探讨了属性和礼物选择（相对于固定的免费礼物）对价值感知和购买意愿的交互影响。研究结果表明，通过提供一套选择，营销人员可以增加感知价值，并减弱礼品价格较低的负面影响。我们的概念化和预测是由一个领域和四个控制实验在各种情况下的支持。此外，本研究确定了边界条件，并消除了潜在的替代解释。结果促进了我们对价值感知和购买意图之间的调节和中介关系的理解，以及管理者如何在设计有效的促销活动中使用免费礼品选择。

引用次数: 0