Electronic Commerce Research and Applications最新文献_第6页

Improving supply chain efficiency with geometric progression export policy and carbon emission mitigation: A comparative analysis of VMI-CS and conventional models 利用几何级数出口政策和碳排放减缓提高供应链效率：VMI-CS与传统模型的比较分析

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-09-01 Epub Date: 2025-06-04 DOI: 10.1016/j.elerap.2025.101508

B. Karthick

In today’s competitive marketplace, improving supply chain efficiency while balancing sustainability constraints has become a critical challenge. This study investigates the geometric progression-based export policy to improve supply chain performance in an integrated inventory model. Despite extensive investigation on inventory control, regular approaches usually fail to account for the combined effect of export techniques, sustainability constraints, and uncertainty on supply chain costs. This study examines two inventory control strategies: vendor managed inventory-consignment stock and the conventional approach, which aims to maximize profitability and manage demand variability and inventory cost uncertainties. It also integrates carbon emissions into sustainable supply chain practices. The demand rate is assumed to be an exponential function of the selling price and employs hexagonal fuzzy numbers to address uncertainty in inventory costs. Also, this work provides a significant and comprehensive integration of pessimistic and optimistic fuzzy numerical analysis on the stated geometric export policy approaches to manage uncertainties in the supply chain. A pattern search optimization technique is incorporated to assess the efficacy of the proposed non-linear dynamic export strategies. The study provides valuable insights for decision-makers by demonstrating how flexible inventory policies, coordinated shipments, and sustainable logistics strategies can improve overall profitability.

在当今竞争激烈的市场中，在平衡可持续性约束的同时提高供应链效率已成为一项关键挑战。本研究探讨在整合库存模型下，基于几何递进的出口政策对供应链绩效的改善。尽管对库存控制进行了广泛的调查，但常规方法通常无法解释出口技术、可持续性限制和供应链成本不确定性的综合影响。本研究考察了两种库存控制策略：供应商管理库存-寄售库存和传统方法，其目的是最大化盈利能力，管理需求变化和库存成本的不确定性。它还将碳排放纳入可持续供应链实践。假设需求率是销售价格的指数函数，并采用六边形模糊数来解决库存成本的不确定性。此外，本研究还提供了一个重要的、全面的悲观和乐观模糊数值分析，对所述几何出口政策方法进行了综合分析，以管理供应链中的不确定性。采用模式搜索优化技术对所提出的非线性动态出口策略的有效性进行了评估。该研究通过展示灵活的库存政策、协调的运输和可持续的物流战略如何提高整体盈利能力，为决策者提供了有价值的见解。

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引用次数: 0

Personalize it, no return: Nudging online consumers towards product personalization that makes the product non-returnable with herd instinct and regret nudges 个性化，无回报：通过从众本能和后悔推动，将在线消费者推向产品个性化，使产品不可退货

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-09-01 Epub Date: 2025-06-13 DOI: 10.1016/j.elerap.2025.101525

Changyuan Feng , Francisco J. Martínez-López , Yangchun Li , Jordi Campo-Fernandez

Massive ecommerce returns incur considerable return costs for online sellers, erode their competitiveness, burden their returns systems, and damage the natural environment. Reducing ecommerce returns can mitigate these negative consequences. Since most online sellers adopt a no-return policy for personalized products, inducing consumers to personalize more products should be an effective way for these sellers to reduce ecommerce returns. This article focuses on how online sellers use a herd instinct nudge and a regret nudge to induce consumers to use a product personalization service to reduce ecommerce returns. We also studied the effects of the nudges on several pivotal consumer perceptions and affects. A two-factor (a herd instinct nudge vs. no herd instinct nudge; a regret nudge vs. no regret nudge), between-subject experiment was conducted. This research revealed that both using a herd instinct nudge and using a regret nudge can lead to more consumer product personalization behaviors. Both nudges can make consumers perceive the service more valuable. Compared to a regret nudge, a herd instinct nudge should be a more superior method to induce consumer to use the service because it can increase consumer satisfaction with the seller but did not have a significant influence on consumer perceived threat to decision-making freedom. No interaction effect was found between the two nudges.

大量的电子商务退货给在线卖家带来了可观的退货成本，削弱了他们的竞争力，给他们的退货系统带来了负担，并破坏了自然环境。减少电子商务的回报可以减轻这些负面影响。由于大多数在线卖家对个性化产品采取不退货政策，诱导消费者个性化更多的产品应该是这些卖家减少电商退货的有效途径。这篇文章的重点是在线卖家如何使用群体本能和后悔推动来诱导消费者使用产品个性化服务来减少电子商务的回报。我们还研究了轻推对几个关键消费者认知和影响的影响。双重因素(群体本能推动vs.没有群体本能推动；进行了后悔轻推与不后悔轻推的受试者间实验。这项研究表明，使用群体本能推动和使用后悔推动都可以导致更多的消费者产品个性化行为。这两种推动都能让消费者觉得服务更有价值。与后悔推动相比，群体本能推动应该是一种更优越的诱导消费者使用服务的方法，因为它可以提高消费者对卖家的满意度，但对消费者感知到的对决策自由的威胁没有显著影响。两种推力之间没有相互作用。

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引用次数: 0

“Domino effects on eWOM?” understanding consumers’ dynamic perceptions of online travel reviews and perceived travel risk: A three-stage longitudinal approach “对eom的多米诺效应？”了解消费者对在线旅游评论的动态看法和感知的旅游风险：一个三阶段纵向方法

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-09-01 Epub Date: 2025-06-21 DOI: 10.1016/j.elerap.2025.101526

Tao Sun , Junjiao Zhang , Han Zhou

Although the impact of the COVID-19 pandemic is gradually diminishing, its influence still persists through people’s experience of travel consumption, including travel risk perception and cautious information processing modes of online travel reviews (OTRs). Since the onset of COVID-19, literature has witnessed an upsurge in illuminating tourists’ intro-pandemic risk perceptions and information behaviors. However, from an evolutionary perspective, a whole spectrum to trace and compare the variations in tourist risk perception and OTR evaluation patterns over time remains unclear. Spanning three investigations pre-, during, and post-pandemic (in 2019, 2020, and 2023), results generally confirm that people’s perception of travel risk has undergone an inverted-U-shaped change, yet perceived equipment risk still maintains at a high level. Additionally, drawing upon the information adoption model (IAM), the results indicate that individuals increasingly consider the argument quality cues (informativeness, persuasiveness) and source credibility cues (expertise, trustworthiness, homophily) of online travel reviews as important over time. The dynamic relationships among different attributes of online travel reviews, perceived information usefulness, and perceived travel risk were also illuminated. Theoretically, findings of this study enriched our understanding of the dynamic role of IAM elements in predicting information usefulness and perceived travel risk in different phases of a public health crisis context. Practically, this study not only provides guidelines on post-pandemic risk management for tourism and hospitality managers, but also gives specific advice for travel websites to best optimize their marketing communication strategies through online reviews in alliance with different risk communication contexts.

尽管新冠肺炎疫情的影响正在逐渐减弱，但其影响仍然存在于人们的旅游消费体验中，包括旅行风险感知和在线旅游评论（OTRs）的谨慎信息处理模式。自新冠肺炎疫情发生以来，有关阐释游客疫情引入风险认知和信息行为的文献激增。然而，从进化的角度来看，尚不清楚如何追踪和比较游客风险感知和OTR评估模式随时间的变化。在2019年、2020年和2023年的三次调查中，结果普遍证实，人们对旅行风险的感知经历了倒u型变化，但对装备风险的感知仍保持在较高水平。此外，根据信息采纳模型（IAM），结果表明，随着时间的推移，人们越来越重视在线旅游评论的论点质量线索（信息量、说服力）和来源可信度线索（专业知识、可信度、同质性）。分析了在线旅游评论不同属性、感知信息有用性和感知旅游风险之间的动态关系。从理论上讲，本研究的发现丰富了我们对IAM要素在公共卫生危机背景下不同阶段预测信息有用性和感知旅行风险中的动态作用的理解。实际上，本研究不仅为旅游和酒店管理人员提供了大流行后风险管理指南，而且还为旅游网站提供了具体建议，以便通过在线评论与不同的风险沟通环境相结合，最佳地优化其营销传播策略。

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引用次数: 0

Confront with manufacturer encroachment: The impact of big data techniques on product design enhancement 面对制造商的蚕食：大数据技术对产品设计提升的影响

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-09-01 Epub Date: 2025-07-19 DOI: 10.1016/j.elerap.2025.101530

Wenhui Zhou, Hongmei Yang, Fanjie Yang

The booming of the global retailing industry attracts many manufacturers to encroach on the market by opening direct channels. Many scholars have widely studied manufacturer encroachment but the strategic interplay between manufacturer encroachment and retailer BDTs deployment-an issue to be reckoned with in the era of big data, is not well understood. Assuming that the retailer may deploy BDTs to assist the manufacturer in improving product design capability, we explore how the retailer’s option of deploying BDTs affects manufacturer encroachment. We find that the retailer has three deployment decisions based on different deployment costs and the manufacturer’s encroachment strategies: unconditional deployment, conditional deployment, and no deployment. We show that there are two effects of the option to deploy BDTs on manufacturer encroachment. The first is the incentive effect where BDTs deployment stimulates the manufacturer to encroach, occurring in the situation of unconditional deployment. The second is the deterrence effect where BDTs deployment deters encroachment, occurring in the circumstance of conditional deployment. More interestingly, the manufacturer will give up encroaching thoroughly to stimulate the retailer to deploy BDTs under some conditions. We also study several model extensions to show that the major findings of the base model are robust.

全球零售业的蓬勃发展吸引了许多制造商通过开辟直销渠道来抢占市场。许多学者对制造商入侵进行了广泛的研究，但制造商入侵与零售商部署bdt之间的战略相互作用——这是大数据时代必须考虑的问题——却没有得到很好的理解。假设零售商可能会部署bdt来帮助制造商提高产品设计能力，我们将探讨零售商部署bdt的选择如何影响制造商的入侵。研究发现，基于不同的部署成本和制造商的入侵策略，零售商有三种部署决策：无条件部署、有条件部署和不部署。我们展示了部署bdt选项对制造商入侵的两种影响。首先是在无条件部署的情况下，bdt的部署刺激了制造商的入侵，产生了激励效应。二是威慑效应，即在有条件部署的情况下，部署导弹防御系统对入侵产生威慑作用。更有趣的是，在某些条件下，制造商会彻底放弃入侵，以刺激零售商部署bdt。我们还研究了几个模型扩展，以表明基本模型的主要发现是鲁棒的。

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引用次数: 0

Attention allocation to customer feedback: Absorbing knowledge for digital innovation in management responses 对客户反馈的关注分配：在管理响应中吸收知识进行数字化创新

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-09-01 Epub Date: 2025-08-21 DOI: 10.1016/j.elerap.2025.101538

Qinyi Dong , Xiaoyu Zhang , Lele Kang , Qiqi Jiang

This study addresses a critical yet unexplored question: How does highlighted customer feedback influence subsequent innovation within digital systems, and what role does management play in this process? On mobile app platforms, management responses provide a mechanism through which developers can focus on specific customer feedback and respond accordingly. To investigate the role of management responses in digital innovation, we develop a theoretical framework centered on attention allocation. We identify highlighted customer feedback, corresponding management responses, and subsequent app updates on the Apple iOS platform. Employing text mining techniques, we analyze the content of both feedback and responses to assess goal-directed attention and knowledge absorption in later updates. Our empirical findings reveal that, among responded-to feedback, longer comments as well as feedback related to maintenance and functionality are more strongly associated with knowledge absorption in subsequent updates. Additionally, personalized and actionable developer responses further enhance the likelihood of knowledge absorption. These findings provide empirical support for future research into how developers allocate attention to customer feedback.

本研究解决了一个关键但尚未探索的问题：突出的客户反馈如何影响数字系统中的后续创新，以及管理层在此过程中扮演什么角色？在移动应用平台上，管理响应提供了一种机制，通过这种机制，开发者可以专注于特定的客户反馈，并做出相应的回应。为了研究管理反应在数字创新中的作用，我们建立了一个以注意力分配为中心的理论框架。我们在苹果iOS平台上识别突出的客户反馈、相应的管理层回应以及随后的应用更新。利用文本挖掘技术，我们分析了反馈和回复的内容，以评估后续更新中的目标导向注意力和知识吸收。我们的实证研究结果表明，在响应反馈中，较长的评论以及与维护和功能相关的反馈与后续更新中的知识吸收更强相关。此外，个性化和可操作的开发人员响应进一步提高了知识吸收的可能性。这些发现为未来研究开发者如何分配对客户反馈的关注提供了实证支持。

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引用次数: 0

Utilising podcast digital content marketing to influence consumer purchasing behaviour on e-commerce platform: A study on social presence and media richness theories 利用播客数字内容营销影响电子商务平台消费者购买行为：社交存在与媒体丰富度理论研究

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-09-01 Epub Date: 2025-07-04 DOI: 10.1016/j.elerap.2025.101529

Pei-Hsuan Tsai , Ming-Chia Hsieh , Jia-Wei Tang

Many e-commerce platforms have begun adapting their content management strategies to accommodate the growing popularity of podcasts and attract consumers’ attention. Despite its role in facilitating e-commerce brands to develop their identity and establish field expertise and attracting new consumers from diverse backgrounds, podcasting remains an underused area in the saturated landscape of digital marketing. Hence, this study aims to integrate social presence theory (SPT) and media richness theory (MRT) via grey multiple attribute decision-making (G-MADM) methods to examine the impact of incorporating podcast digital content marketing (DCM) into e-commerce platforms on consumer purchasing behaviour. The current work selected e-commerce platforms in Taiwan, with 656 and 657 valid responses gathered for Study 1 and Study 2, respectively. In examining podcast DCM strategies, causal relationships were determined using grey decision-making and trial evaluation laboratory (G-DEMATEL), while the influence weights of evaluation factors were established using grey DEMATEL-based on analytic network process (G-DANP). The study concludes with the research findings and recommendations. Based on Study 1 (SPT perspective), sense of identity (I) and perceived presence (P) and emotional presence (E) were the key factors requiring improvement. The variety of language (L), immediate feedback (S), and personalisation (H) were the key factors requiring improvement in Study 2 (MRT perspective). Apart from contributing to refining and enriching DCM and sales strategy planning for e-commerce platforms, these findings can facilitate e-commerce platforms to incorporate podcast experiences, improve their DCM strategies, and increase consumer repurchase intent.

许多电子商务平台已经开始调整其内容管理策略，以适应播客的日益流行，并吸引消费者的注意力。尽管播客在促进电子商务品牌发展自己的身份和建立专业知识以及吸引来自不同背景的新消费者方面发挥了作用，但在饱和的数字营销领域，播客仍然是一个未被充分利用的领域。因此，本研究旨在通过灰色多属性决策（G-MADM）方法，整合社会存在理论（SPT）和媒体丰富度理论（MRT），研究将播客数字内容营销（DCM）纳入电子商务平台对消费者购买行为的影响。本研究选取台湾的电子商务平台，研究一和研究二分别收集了656和657个有效回复。在研究播客DCM策略时，使用灰色决策和试验评价实验室（G-DEMATEL）确定因果关系，使用基于分析网络过程的灰色dematel （G-DANP）建立评价因素的影响权重。本研究总结了研究结果和建议。基于研究1 （SPT视角），认同感(I)、感知在场感(P)和情绪在场感(E)是需要改善的关键因素。语言的多样性(L)，即时反馈(S)和个性化(H)是研究2中需要改进的关键因素（MRT观点）。这些发现除了有助于完善和丰富电子商务平台的DCM和销售策略规划外，还可以促进电子商务平台融入播客体验，改进DCM策略，提高消费者的再购买意愿。

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引用次数: 0

From reviews to product titles: How to nudge consumer purchase decisions 从评论到产品标题：如何推动消费者购买决策

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-09-01 Epub Date: 2025-08-23 DOI: 10.1016/j.elerap.2025.101539

Shizhen Bai , Jiamin Zhou , Chunjia Han , Mu Yang

Amidst the fierce competition in the online retail environment, the key to a retailer’s success lies in achieving and maintaining a product stand out. This study aims to determine the nudging effect of product title phrasing on consumer purchasing behavior, providing insights for online retailers into consumers’ perceived preferences and offering recommendations to enhance purchase intent. This study uses product information and customer-generated reviews from JD.com’s self-branded products to investigate the impact of consumer perception on product titles. To capture the degree of customer perceived fit of product titles in their reviews, we propose a perceived fit intensity index, measured through topic modeling and string matching. Regression models with fixed effects on product sales, find that keywords in product titles can affect consumer purchasing decisions. These findings guide the design of the phrasing nudge for product titles and we used experiments to verify the effectiveness of phrasing nudges. This study focuses on the impact of product titles on sales in online retail platforms, providing a detailed analysis of how keywords influence consumer purchasing behavior. Our findings offer practical insights into optimizing product titles for better sales performance, and contribute to the existing literature on online retailing and nudge theory.

在竞争激烈的网络零售环境中，零售商成功的关键在于实现和保持产品的突出性。本研究旨在确定产品标题措辞对消费者购买行为的推动作用，为在线零售商了解消费者的感知偏好提供见解，并提供建议以增强购买意愿。本研究使用京东自有品牌产品的产品信息和客户评论来调查消费者感知对产品名称的影响。为了捕捉消费者在评论中对产品标题的感知匹配程度，我们提出了一个感知匹配强度指数，通过主题建模和字符串匹配来测量。对产品销售有固定影响的回归模型，发现产品标题中的关键词会影响消费者的购买决策。这些发现为产品标题的措辞推动设计提供了指导，并通过实验验证了措辞推动的有效性。本研究主要关注在线零售平台中产品名称对销售额的影响，详细分析关键词如何影响消费者的购买行为。我们的研究结果为优化产品名称以获得更好的销售业绩提供了实践见解，并对现有的在线零售和助推理论文献做出了贡献。

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引用次数: 0

From hype to reality: Unveiling consumer resistance to NFTs through a hybrid SEM-ANN approach 从炒作到现实：通过混合SEM-ANN方法揭示消费者对nft的抵制

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-09-01 Epub Date: 2025-08-11 DOI: 10.1016/j.elerap.2025.101537

Yuchen Zhao , Yihong Zhan

As the initial hype surrounding the Non-Fungible Token (NFT) market has subsided, understanding consumer resistance to NFTs has become crucial for revitalizing the market and ensuring its long-term sustainability. This study develops a model of NFT resistance formation grounded in Innovation Resistance Theory (IRT), while integrating insights from Status Quo Bias Theory (SQB) and consumer haptic research. Using a hybrid structural equation modeling-artificial neural network (SEM-ANN) approach and a sample of 414 respondents, the study examines both linear and nonlinear relationships. The findings reveal that perceived price unfairness, technological uncertainty, and negative word-of-mouth (WOM) directly influence resistance, while self-image incongruence and need for touch indirectly affect resistance through the mediation of inertia. Moreover, the SEM-ANN analysis highlights the distinctive role of perceived price unfairness in shaping resistance within nonlinear contexts. These insights not only contribute to a more comprehensive understanding of consumer attitudes toward NFTs but also offer practical strategies for marketers to reduce resistance and foster broader adoption.

随着围绕不可替代代币（NFT）市场的最初炒作逐渐消退，了解消费者对NFT的抵制对于振兴市场和确保其长期可持续性至关重要。本研究在创新阻力理论（IRT）的基础上，结合现状偏差理论（SQB）和消费者触觉研究的见解，建立了NFT阻力形成模型。使用混合结构方程建模-人工神经网络（SEM-ANN）方法和414名受访者的样本，该研究检查了线性和非线性关系。研究发现，感知价格不公平、技术不确定性和负面口碑直接影响抗拒，而自我形象不一致和触摸需求通过惯性中介间接影响抗拒。此外，SEM-ANN分析强调了感知价格不公平在非线性背景下形成阻力的独特作用。这些见解不仅有助于更全面地了解消费者对nft的态度，而且还为营销人员提供了减少抵制和促进更广泛采用的实用策略。

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引用次数: 0

The coherent two-phased process from sold online to redemption offline on an online daily-deal platform 在线团购平台从线上销售到线下赎回的连贯两阶段过程

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-09-01 Epub Date: 2025-06-13 DOI: 10.1016/j.elerap.2025.101523

Yingxin Song , Yezheng Liu , Xiayu Chen , Muhammet Deveci , Carol Xiaojuan Ou , Lingfei Li , Weizhong Wang

Daily-deal platforms closely cooperate with local retailers when issuing daily-deal coupons to profit from selling coupons online and redeeming them offline. However, most research on daily-deal business has only focused on online sales or the offline redemption process. We investigate the coherent two-phased process from selling coupons online to redeeming them offline, grounded in the lens of social judgment theory, to capture the full picture of the daily-deal business. By tracking the sales and redemption of 11,290 deals over a 13-month period on an online daily-deal platform and conducting various data analyses, we find that reputation and price curvilinearly affect the sold online of daily-deal coupons, which consequently positively affects coupon redemption offline. More specifically, the U test empirically indicates that the extreme point of the inverted U-shaped effect of reputation score is 86.0035 within the range [49.7353, 92.7551]. And the extreme point to price demonstrates a U-shaped effect is 399.6082 within the range [4.7060, 829.3651]. We further classify retailers’ daily deals into consumption on a group or individual level. Empirical data demonstrate that the inverted U-shaped effects of reputation and the U-shaped effects of price are weakened by group consumption. Furthermore, we investigate the moderating role of agglomeration on the relationship between daily-deal coupons sold online and redemption offline of daily-deal coupons. We also discussed the theoretical and practical implications.

团购平台在发行团购券时与当地零售商紧密合作，通过线上销售、线下兑换的方式获利。然而，大多数关于团购业务的研究只关注在线销售或线下兑换过程。我们以社会判断理论为基础，研究了从在线销售优惠券到线下兑换优惠券的连贯两阶段过程，以捕捉日常交易业务的全貌。通过对某线上团购平台13个月11290笔交易的销售和赎回情况进行跟踪，并进行各种数据分析，我们发现口碑和价格曲线对线上团购优惠券的销售有早期影响，进而对线下优惠券赎回有正向影响。更具体地说，U检验实证表明，声誉得分倒U形效应的极值点在[49.7353,92.7551]的范围内为86.0035。价格的极值点在[4.7060,829.3651]区间内为399.6082，呈现u型效应。我们进一步将零售商的日常交易分为群体消费和个人消费。实证数据表明，群体消费弱化了声誉和价格的倒u型效应。此外，我们还考察了集聚对团购券线上销售与团购券线下兑换关系的调节作用。我们还讨论了理论和实践意义。

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引用次数: 0

Nudges in email marketing campaigns: The role of the authority principle and time-sensitive dynamics 电子邮件营销活动中的推动：权威原则和时间敏感动态的作用

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications

Pub Date : 2025-09-01 Epub Date: 2025-07-22 DOI: 10.1016/j.elerap.2025.101534

Chrysopigi Vardikou , Agisilaos Konidaris , Androniki Kavoura

This study explores how behavioral nudges, specifically the authority principle, influence open rates in email marketing campaigns. Through field experiments conducted with an e-commerce business specializing in hair products, we tested the impact of authority-based sender names and subject lines on open and click rates. Subscribers were randomly assigned to treatment and control groups using Mailchimp, an email marketing platform that is considered the global leader in email marketing software. In Experiment 1 (N = 1,252), we examined the effect of an authority-based sender name, while Experiments 2 and 3 tested authority appeals in subject lines (N = 5,184 and N = 4,353, respectively). Findings reveal that authority-based cues in both sender names and subject lines may increase open rates but not click rates, although the result on open rate was statistically significant only by the time the winning version was selected, but not in the long-term, showing a potential fade-out effect. The temporal dimension (time of winning version selection) that is highlighted in this study offers a critical methodological insight for future research in the application of nudges in digital marketing. These results offer practical insights for marketers, while also advancing the understanding of consumer susceptibility to behavioral nudges in email marketing and enhance the development of standardized methodologies for measuring outcomes in email marketing campaigns.

本研究探讨了行为推动，特别是权威原则，如何影响电子邮件营销活动的打开率。通过与一家专门从事美发产品的电子商务企业进行实地实验，我们测试了基于权威的发件人姓名和主题行对打开率和点击率的影响。使用Mailchimp的订阅者被随机分配到实验组和对照组。Mailchimp是一个电子邮件营销平台，被认为是电子邮件营销软件的全球领导者。在实验1 （N = 1,252）中，我们研究了基于权威的发件人姓名的影响，而实验2和3测试了主题行中的权威呼吁（N = 5,184和N = 4,353）。研究结果显示，发件人姓名和主题行中基于权威的提示可能会增加打开率，但不会增加点击率，尽管打开率的结果仅在选择获胜版本时具有统计学意义，但从长远来看却不是这样，显示出潜在的淡出效应。本研究强调的时间维度（获胜版本选择的时间）为推动在数字营销中的应用的未来研究提供了重要的方法论见解。这些结果为营销人员提供了实用的见解，同时也促进了对电子邮件营销中消费者对行为推动的敏感性的理解，并促进了电子邮件营销活动中衡量结果的标准化方法的发展。

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引用次数: 0