Journal of Contemporary Marketing Science最新文献

{"title":"Do consumers always prefer coupons with a large discount? A meta-analysis","authors":"Nan Cui, Yu Xiao, Yujiao Hu, Lan Xu, Yi Hu","doi":"10.1108/jcmars-06-2021-0022","DOIUrl":"https://doi.org/10.1108/jcmars-06-2021-0022","url":null,"abstract":"PurposeThe aim of this research is to quantitatively synthesize empirical findings of the effect of discount level on consumer response to the coupon.Design/methodology/approachThe authors used the meta-analysis method to synthesize coupons' discount level effects on consumer response. Meta-regression was used to examine the moderating factors that affect the relationship between discount level and consumer response.FindingsThe average effect size of the discount level is 0.331, indicating that higher discount levels lead to higher consumer responses. The effect of discount level on consumer response to the coupon is stronger when the discount is displayed in proportion format (vs amount format), when consumers are distant (vs near) to the coupon-issuing stores, and when consumers have not opted-in to receive promotional information. The discount level effect is weaker for coupons that can be redeemed online (vs offline only), for hedonic products (vs utilitarian products) and for products of real brands.Originality/valueFrom information processing and cost–benefit trade-off perspectives, this research proposes a comprehensive research framework that synthesizes a variety of contextual factors. It identifies several contextual factors that may reconcile several inconsistent findings in the existing literature. It also addresses how the new-technology related factors affect coupon redemption under different discount levels.","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130124927","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Image congruence and visual object structure of anthropomorphic advertisement-eye movement research based on self-construct","authors":"Wei Li, Yushi Jiang, Miao Miao, Qing Yan, Fan He","doi":"10.1108/jcmars-07-2021-0027","DOIUrl":"https://doi.org/10.1108/jcmars-07-2021-0027","url":null,"abstract":"PurposeEnterprises often use anthropomorphic images to display products. In this study, by discussing the differences of the anthropomorphic images of juxtaposition and fusion, the authors can distinguish the boundary conditions of the influence of different visual object structures on consumers' attention.Design/methodology/approachBased on schema theory and information processing theory and using eye movement methods, this study analyzed the attractiveness of anthropomorphic images to consumers under different congruence levels through experiments of 2 (congruence: high and low) *2(visual object structure: juxtaposition and fusion)*2(self-construct: interdependent and independent). This study discusses the difference in the attractiveness of interdependent and independent consumers in the context of high congruence, juxtaposition and fusion of two visual object structures.FindingsThe results show that compared with the low congruence anthropomorphic image, the high congruence anthropomorphic image can attract more attention of consumers. In the case of low compatibility of anthropomorphic images, the juxtaposition structure of anthropomorphic images is more attractive to consumers than the fusion structure. In the case of high compatibility of anthropomorphic images, for independent self-consumers, the attraction of fusion structure image is higher than the juxtaposition image, and for interdependent self-consumers, the attraction of juxtaposition image is higher than the fusion image.Originality/valueThe conclusion enriches the anthropomorphic marketing theory. It reveals different degrees of attention paid to anthropomorphic image by consumers of different types of self-construct. Eye movement methods provide a new perspective for the study of anthropomorphic marketing and provide a reference for enterprises to publicize products or services through anthropomorphic image.","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-08-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123389118","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Is precise description in advertising always better than vague ones? – From an accessibility-diagnosability theoretical perspective","authors":"Minxue Huang, X. Hu, Shiyong Zheng","doi":"10.1108/jcmars-06-2021-0018","DOIUrl":"https://doi.org/10.1108/jcmars-06-2021-0018","url":null,"abstract":"PurposeThere is always a matching effect in advertising persuasion – the information that matches product characteristics or target consumer characteristics is considered to be relatively more persuasive. Based on the accessibility-diagnosability theory, this paper discusses the influence of the matching degree between the information presentation (vague description and precise description) and product attribute (vertical attribute and horizontal attribute) on people's attitudes toward advertising.Design/methodology/approachStudy 1 aims to explore the impact of the matching effect of different information presentation methods (precise presentation vs vague presentation) and product attribute (horizontal attribute vs vertical attribute) on consumers' attitudes toward advertising; secondary data was used to support this research. Study 2 mainly used the situational simulated experiment to examine the results of study 1, and further explored the mediating mechanism of its matching effect.FindingsThe authors found that the matching degree between the information presentation method and product attribute will positively affect the fluency of advertising information processing, that is, the use of vague description of product vertical attribute can positively affect consumers' extraction fluency; while the use of precise description of product horizontal attribute can positively affect consumers' processing fluency, and both extraction fluency and processing fluency will positively affect consumers' attitude toward the advertisement.Originality/valueAn essential enlightenment of the research is that it sheds light on the interaction between product attribute (vertical attribute vs horizontal attribute) with the information presentation method (vague description vs precise description) from the perspective of accessibility-diagnosability theory, which explains consumers' information processing mechanisms in dealing with different advertising information.","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-08-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123287898","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"An empirical investigation on the impact of marketing strategy style on firm performance: evidence from public firms in China","authors":"Rui Wang, Liqiong Liu, Yuzhu Feng","doi":"10.1108/jcmars-05-2021-0013","DOIUrl":"https://doi.org/10.1108/jcmars-05-2021-0013","url":null,"abstract":"PurposeThe mechanism of marketing strategy style and its impact on firms are research issues received wide attention. In particular, the aggressive style of marketing strategy has been chosen by many companies, but recent studies have shown that it has a negative effect on corporate performance. This leads to the core issue of this paper – does the aggressive style of marketing strategy always had a negative impact on corporate performance? Are there any factors that can alleviate this negative impact?Design/methodology/approachBased on the resource-based theory and agency theory, this paper takes the Growth Enterprise Market (GEM) listed companies as the research objects, collects secondary data and conducts the research by regression model.FindingsThe empirical research shows that: (1) the aggressive style of marketing strategy significantly and negatively affects the performance of firm; (2) the resource constraint can moderate the main effect and resource control play a weak adjustment role.Practical implicationsIn practice, this paper confirms the adverse impact of aggressive style of marketing strategy on the performance of listed companies on GEM and inspires the industry to strengthen the control and supervision of marketing resources.Originality/valueThis paper makes up for the research gap in the field of cross-research in finance and marketing theoretically.","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116320170","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Neuromarketing genetics: a systematic review of literature","authors":"Otto Herman Pedreira Goecking, Cristiana Fernandes De Muylder, H. Martins, João Luiz da Matta Felisberto","doi":"10.1108/jcmars-04-2020-0019","DOIUrl":"https://doi.org/10.1108/jcmars-04-2020-0019","url":null,"abstract":"PurposeThe main goal of this paper is to systematically evaluate the bibliographic production on neuromarketing from 1945 to 2018, with an emphasis on consumer behavior, to identify possible convergence of interests among health and marketing fields.Design/methodology/approachThis article was based on a systematic literature review (SLR) with the intention of investigating research related to neuromarketing by means of network analysis of citations.FindingsThe research reveals that there are formed networks in the health and management areas, but they are insufficient to enhance the neuromarketing results. Ethics has been mentioned in some studies, but the maps do not suggest that it is a developing field. Similar results can be seen within the sales area that can be capitalized on by research of gains related to consumer behavior.Research limitations/implicationsOne limitation of this study was the use of only one database (Web of Science®) that published several works from 1945 to the present time, but certainly has not exhausted the possibilities of research in the area.Originality/valueThis article helped to highlight the importance of ethics in clinical and business processes using neuroimaging, which could be an easy way to understand the behavioral and physiological mechanisms.","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127799618","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Impact of customers' interpersonal interactions in social commerce on customer relationship management performance","authors":"Md. Shamim Hossain, Mst Farjana Rahman, Xiaoyan Zhou","doi":"10.1108/JCMARS-12-2020-0050","DOIUrl":"https://doi.org/10.1108/JCMARS-12-2020-0050","url":null,"abstract":"PurposeSocial commerce is a subpart of electronic commerce (e-commerce), where social media is forced to support user contributions. The purpose of this study is to measure the impact of customers' interpersonal interactions in social commerce on customer relationship management (CRM) performance, based on the flow, commitment-trust and stimulus–organism–response (SOR) theories.Design/methodology/approachOn the basis of the SOR framework, the authors developed a study model to determine the impact on CRM performance of customers' interpersonal interactions in social commerce. The primary data of the study were collected from 640 users of social commerce through a web questionnaire during the COVID-19 (coronavirus disease 2019) pandemic situation, and the authors tested the study model using the approach of covariance-based structural equation modeling (SEM).FindingsResults of the current study reveal that customers' interpersonal interactions in social commerce optimistically influence their perceived flow. Moreover, perceived flow absolutely controls users' trust and CRM performance. In turn, collective users' trust positively influences users' commitment and CRM performance. Finally, collective users' commitment absolutely influences the performance of CRM.Practical implicationsThe authors provide a valuable contribution to the theoretical field of online marketing and CRM. Besides, the findings of this study are relevant for marketers to know the issues for increasing customer trust, commitment and performance of CRM.Originality/valueThe current study develops a model based on the flow, commitment-trust and stimulus–organism–response (SOR) theories. The authors' research is the first to estimate the effect of customers' interpersonal interactions in social commerce on CRM performance.","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-07-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115184630","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Research on scale development of consumption rituals","authors":"Xianzheng Fei, Yajing Huang, Qiuyan Huang","doi":"10.1108/jcmars-11-2020-0041","DOIUrl":"https://doi.org/10.1108/jcmars-11-2020-0041","url":null,"abstract":"PurposeThe current research aims to develop a measurement scale of consumption rituals. On the basis of literature review and second-hand data, this paper conceptualizes consumption rituals and compiles the initial items. Furthermore, through the scale development process, this paper constructs and verifies the four dimensions of consumption rituals, namely, uniqueness, commitment, ceremoniality and nonfunctionality.Design/methodology/approachFirst, qualitative data gathered in an open interview and secondary data from the Internet were examined, and then they were converted into initial statements. Then researchers refined and evaluated the statements to form the initial items. After two rounds of exploratory factor analysis (EFA), the items were tested and improved to make them clear representatives of the conceptual structure and the final items of the Consumption Ritual Scale were formed. Finally, through confirmatory factor analysis (CFA), the items were retested and revised, and the reliability and validity of the scale were assessed, so as to obtain the final scale.FindingsEmpirical studies show that the scale has good reliability and validity, and has good discriminative validity with related variables (such as the sense of sacredness, sense of participation, feeling of awe, sense of control and sense of identity).Originality/valueThis paper selects rituals in the consumption context as the research object, explores and verifies the conceptual dimension, constructs a four-factor dimensional model and develops a measurement scale of consumption rituals.","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114919684","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Partner or servant","authors":"Ying‐Yin Wu, Jing Jiang","doi":"10.1108/jcmars-08-2019-0026","DOIUrl":"https://doi.org/10.1108/jcmars-08-2019-0026","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to take the perspective of repairing the negative effect of social exclusion, discussing how anthropomorphized brand role (partner vs servant) releases the negative effect of social exclusion.\u0000\u0000\u0000Design/methodology/approach\u0000In this research, two behavioral studies are conducted. Study 1 uses a one-factor (social exclusion vs social inclusion) between-subjects design. The purpose of Study 1 is to test the effect of social exclusion on consumers’ WTP for the anthropomorphized brand (H1). Study 2 uses a 2 (self-esteem (SE): high vs low) × 2 (anthropomorphized brand role: servant vs partner) between-subjects design. The aim of Study 2 is to investigate that after being socially excluded, how anthropomorphized brand roles (servant vs partner) and SE interactively release individuals’ negative feelings (H2a and H2b) and how the need for control recovery mediates this interaction effect (H3).\u0000\u0000\u0000Findings\u0000This study proposes that when individuals are socially excluded, they are willing to pay more for anthropomorphized brands than those who are not because anthropomorphized brands provide a quasi-social relationship. This study further posits that socially excluded consumers prefer the different role of anthropomorphized brands, given a different level of SE to meet their needs for control recovery. High self-esteem (HSE) (vs low self-esteem (LSE)) consumers are willing to pay more for a servant-like brand because such brands help them recover from low control by regaining a master role. In contrast, HSE and LSE consumers have no significant differences in WTP for a partner-like brand.\u0000\u0000\u0000Originality/value\u0000Few research studies have discussed how social exclusion influences individuals’ WTP. To fill this gap, the authors used WTP as the dependent variable, showing that after being socially excluded, individuals tend to pay a higher price for the anthropomorphized brand. Also, the research not only adds a contribution to research on the need for control recovery but also indicates how HSE vs LSE individuals behave differently in socially excluded contexts.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126721068","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"You touched it and I’m relieved! The effect of online review’s tactile cues on consumer’s purchase intention","authors":"Jing Huang, Yulang Guo, Cheng Wang, Lei Yan","doi":"10.1108/jcmars-01-2019-0005","DOIUrl":"https://doi.org/10.1108/jcmars-01-2019-0005","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to examine the role of online review’s tactile cues in consumer’s purchase intention, given the absence of direct experience in online shopping.\u0000\u0000\u0000Design/methodology/approach\u0000Based on four empirical studies, the authors examine the role of online review’s tactile cues in consumer’s purchase intention. A secondary data analysis on Taobao and three experiments were conducted.\u0000\u0000\u0000Findings\u0000First, this research demonstrates that tactile cues in online reviews are sure to have a significant influence on consumers’ purchase intention. Second, the purchase intention of consumers is easily influenced by the reviews of holistic tactile cues of the search product, which affects the final purchase intention through the way of outcome simulation. Consumers’ purchase intention is also easily influenced by concrete tactile cues of experience product, which affects the final purchase intention through the way of process simulation. Temporal distance is the boundary condition.\u0000\u0000\u0000Practical implications\u0000A seller should manage the order of online review or labels related to corresponding tactile cues, in order to encourage consumers to comment on the relevant tactile features. Besides, in the aspect of website design, a seller can also encourage consumers to image about the process and the result of using so as to promote his sales volume.\u0000\u0000\u0000Social implications\u0000The conclusion may give a solution on how to deal with the absence of direct experience in online shopping.\u0000\u0000\u0000Originality/value\u0000There has been little research about the influences of others' tactile behaviors on consumers' behaviors. The authors focus the other tactile experience in online review. The previous studies on online reviews focus on the its influences of valence, quantity and sentiment polarity on the usefulness of reviews and sales volume. However, few studies are explored on contents of reviews. The authors focus on the content such as tactile cues.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132896586","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Effect of product type and time pressure on consumers’ online impulse buying intention","authors":"Zhanbo Zhao, Xiaomeng Du, Fan Liang, Xiaoming Zhu","doi":"10.1108/JCMARS-01-2019-0012","DOIUrl":"https://doi.org/10.1108/JCMARS-01-2019-0012","url":null,"abstract":"\u0000Purpose\u0000Impulse buying has been the focus of attention in the marketing. With the rise of online shopping, online impulse buying phenomenon becomes increasingly serious. Whereas, the impulse buying behavior in an online environment is rarely discussed in relevant literature. The purpose of this paper is to explore the impact of the type of product and time pressure on consumer online impulse buying intention; this is a relatively new issue of marketing academia in China.\u0000\u0000\u0000Design/methodology/approach\u0000In this paper, the experimental methodology was adopted to explore the impact of consumer online impulse buying tendencies, the departure from the type of product and the time pressure.\u0000\u0000\u0000Findings\u0000Results show that low-involvement feeling products stimulate consumer online impulse buying tendencies. Simultaneously, there is an interaction effect between time pressure and product type, which is, under the influence of time pressure, the enhancement of low-involvement feeling products on consumer online impulse buying tendency is more significant.\u0000\u0000\u0000Originality/value\u0000This study discusses the interaction between time pressure and product type on consumers’ online impulse buying tendency, which has not been studied before. While discussing the impact of product types on consumers’ impulse buying tendency on the internet, this paper considers the impact of time pressure on consumers’ impulsive buying tendency, and applies the term of time pressure, a psychological research term, to the field of marketing research, so as to make the cross-links between disciplines closer.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116409000","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}