Review of Marketing Science最新文献

{"title":"Allurement of Augmented Reality on Behavioral Intention: Delineating the Role of Visual Appeal and Arousal Using Information System Success Model","authors":"Satinder Kumar, Dipti Malhotra","doi":"10.1515/roms-2024-0036","DOIUrl":"https://doi.org/10.1515/roms-2024-0036","url":null,"abstract":"\u0000 Augmented Reality serves as a marketing strategy for businesses but investigation of the quality factors of AR in the beauty industry of developing countries, is still in its early stages. The motive is to investigates the impact of the quality characteristics of Augmented Reality on customers’ behavior intentions, considering parallel and serial mediation of Visual appeal and Arousal, using Information System success model. Data has been obtained from 594 respondents and analyzed using SPSS22.0 and AMOS.V.24. Structural equation modelling analysis was used to uncover the hypothesised relationships in the research model. System quality and Vividness strongly influence behavior intention. Visual appeal and Arousal both parallelly and serially mediated AR quality elements’ effect on Behavior intention. The results demonstrated full mediation between content quality and behavior intention and partial mediation between quality characteristics (system quality and vividness) and behavior intention. Study can be implemented in the fashion industry of developing countries, that have their websites and use AR technology to have a positive behavior intention of consumers towards their products. Through AR, consumers will have an enhanced and captivating experience as a consumer will feel how after applying these products she will look. Study can assist beauty brands in the fashion industry in promoting their products and engaging consumers towards their brand products. Study adds to the pertinent body of knowledge as the use of AR technology has been undergoing a significant shift specifically in fashion industry in emerging nations like India. Study evaluates the parallel and serial mediating effect of visual appeal and arousal on AR quality factors and behavior intention using IS success model. This study closes the gap between improving AR qualities and providing industry implications aimed at enhancing AR features to boost positive consumer behaviors.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141796605","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":"Authenticity as a Strategic Weapon: Navigating the Social Media Battlefield to Enhance Brand Loyalty","authors":"Sohail Ahmad, Li Liang, Ahmad Iqbal, Irshad Hussain Sarki","doi":"10.1515/roms-2023-0118","DOIUrl":"https://doi.org/10.1515/roms-2023-0118","url":null,"abstract":"Abstract In the dynamic landscape of the fashion industry, cultivating brand loyalty has become a challenging endeavour, intensified by the competitive realm of social media. This study addresses the crucial problem of fostering brand loyalty in the digital era by employing authenticity as a strategic weapon. Using an integrated Stimulus-Organism-Response (SOR) framework and social presence theory, we explore the diverse impact of social media marketing activity (SMMa) on brand authenticity and brand loyalty. Through empirical analysis of data from 365 consumers engaging with global fashion brands on social media, we find a direct and significant impact of SMMa on brand authenticity and brand loyalty. Brand authenticity partially mediates the relationship between SMMa and brand loyalty. While self-congruence does not moderate the effects, the research highlights the importance of authenticity in shaping effective brand strategies on social platforms. The implications of these findings are valuable for fashion marketers, guiding them in creating authentic brand images and fostering enduring customer relationships in the competitive world of digital marketing.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141678264","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":"Consumer Behaviour on AI Applications for Services: Measuring the Impact of Value-Based Adoption Model on Luxurious AI Resorts’ Applications","authors":"Dimitra Skandali, Anastasios Magoutas, Georgios Tsourvakas","doi":"10.1515/roms-2023-0099","DOIUrl":"https://doi.org/10.1515/roms-2023-0099","url":null,"abstract":"\u0000 Focussing on consumer behaviour analysis derived from the changes in Information and Communications Technology (ICT), the purpose of this study is to analyse the primary content factors that influence consumers’ attitudes and behavioural intentions in the hospitality industry. The present study is the first to investigate how benefits (happiness and perceived immersion) and sacrifices (trust and changes in habits) can predict consumers’ attitudes of acceptance and willingness to pay for artificially intelligent (AI) luxurious resort applications (apps). The researchers employed structural equation modelling to analyse the relationship between technology adoption and specific factors that influence customers’ perceived value in the hospitality industry. The research aims to expand on the theory of the Value Adoption Model (VAM). Based on the findings, AI-powered apps for high-end resorts have a tendency to boost tourists’ confidence and willingness to use and pay for these apps, as well as increase their perceived value. Happiness has an impact on behavioural intentions, while perceived immersion and changes in habits influence the outcomes related to intentions to ultimately accept and purchase them. The findings can benefit both ICT and the hospitality industry. Managers in the ICT industry should collaborate with researchers in service management who are exploring the challenges of technology adoption. Managerial implications and recommendations for future research are extensively provided.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140998196","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":"The Prospection and Retrospection of Experiential Purchases as More Meaningful Memories: Social and Affective Implications","authors":"Rogelio Puente‐Díaz, J. Cavazos‐Arroyo","doi":"10.1515/roms-2023-0107","DOIUrl":"https://doi.org/10.1515/roms-2023-0107","url":null,"abstract":"\u0000 Consumers can spend their money on material or experiential purchases with important affective and social implications. Consequently, the present study had two objectives, to examine the influence of the type of purchase, experiential versus material, on the construction of meaningful memories prospectively and retrospectively; and to examine the positive influence of this interpretation in terms of anticipated social connection and nostalgia and reliving intentions. Four experiments were conducted. The results of study 1 showed that experiential purchases were interpreted prospectively as more meaningful memories, and were positively related to social connectedness. Experiments 2 and 3 showed that experiential purchases and special experiential purchases were interpreted as more meaningful memories and were positively related to nostalgia. The last experiment showed that special purchases were interpreted as more meaningful memories, leading to greater nostalgia.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140730926","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":"Reduction of Ivory Product Purchase in China: The Role of Cultural Values on Ethical Consumption","authors":"Ge Xiao, Han Ma, HyeRyeon Lee","doi":"10.1515/roms-2023-0023","DOIUrl":"https://doi.org/10.1515/roms-2023-0023","url":null,"abstract":"\u0000 The consumption of ivory has been a significant subject in both sustainable consumption and (un)ethical consumption studies, as it not only poses a threat to endangered species but also to environmental biodiversity and sustainability. The purpose of this study is to investigate how individual cultural values influence the behavior of ivory consumption in the Chinese context. This research first reviewed recent studies on ivory purchases in China to gain an understanding of this topic. Then, theoretical frameworks, including Hofstede’s (1984. “Cultural Dimensions in Management and Planning.” Asia Pacific Journal of Management 1 (2): 81–99, 1998. Masculinity and Femininity: The Taboo Dimension of National Cultures. Thousand Oaks: Sage Publications, 2001. Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations, 2nd ed. Thousand Oaks: Sage Publications.) cultural dimensions and the theory of planned behavior (TPB; Ajzen 1991. “The Theory of Planned Behavior.” Organizational Behavior and Human Decision Processes 50 (2): 179–211.), were applied for conceptual model and hypotheses development. To test the hypotheses, a total of 600 responses were collected in China using the Qualtrics market research service, and 575 usable responses were employed for the Structural Modeling Analysis (SEM) data analysis. Our findings suggest that ivory purchase intention is impacted by both power distance and collectivism, whether through a direct path or indirect influence on attitude towards ivory purchasing. Our findings suggest that both power distance and collectivism are negatively associated with negative attitudes toward ivory purchase and positively associated with purchase intention. Moreover, uncertainty avoidance is positively related to negative attitudes toward ivory purchase, but is not directly linked to ivory purchase intention. The research identified the main factors driving ivory purchases in China and developed behavior change strategies through targeted interventions. These strategies can be implemented across different cultures and in other sustainable conservation initiatives.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139591985","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":"The Impact of Customer Perceived Justice on Target-Based Customer Citizenship Behaviors: The Mediating Effects of Customer Trust and Affective Commitment","authors":"Ahmed Hassaan Ali, Jing Song","doi":"10.1515/roms-2022-0063","DOIUrl":"https://doi.org/10.1515/roms-2022-0063","url":null,"abstract":"Abstract Customer citizenship behaviors (CCBs) allow firms to boost their performance and competitiveness, but little is known about the impact of customer perceived justice (CPJ) in frontline service encounters on different key dimensions of target-based CCBs. Drawing on the stimulus-organism-response framework and theories of equity and social exchange, the present investigation developed an integrative framework to explore how CPJ influences target-based CCBs in the after-sales service field. Using survey data collected from 368 smartphone customers in China, structural equation modeling via AMOS v. 24 was employed to empirically examine the hypotheses. The findings revealed that CPJ positively impacted the behavior to help other customers and provide feedback to the company. Customer trust and affective commitment mediated the links between CPJ and target-based CCBs, respectively. The findings hold theoretical and practical implications for strategically managing CPJ and target-based CCBs in frontline service encounters.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45513350","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":"Unveiling Brand Convergence in Consideration Sets: The Effects of Purchase for Self or Others and Product Nature","authors":"Fumiaki Kikuchi","doi":"10.1515/roms-2023-0036","DOIUrl":"https://doi.org/10.1515/roms-2023-0036","url":null,"abstract":"Abstract The creation of a consideration set, which constitutes a cluster of brands that a consumer contemplates buying from, plays a vital role in purchasing behavior. An understanding of its composition aids in the development of effective marketing strategies. However, existing research does not sufficiently explore brand convergence in the consideration set across consumers (BCCS). This study explored variations in BCCS according to whether the purchase is intended for self-use or as a gift, as well as the nature of the product (utilitarian or hedonic). A questionnaire survey involving 1219 participants provided data for empirical analysis. The findings revealed a higher BCCS for purchases made for self with respect to utilitarian products such as ballpoint pens, whereas hedonic products such as chocolates showed a higher BCCS when purchased for others than for self. These findings offer new insights into the underexplored area of BCCS; they suggest that desired assortment size should be tailored according to purchase intent and the nature of the targeted product (utilitarian or hedonic).","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43548320","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":"Frontmatter","authors":"","doi":"10.1515/roms-2023-frontmatter1","DOIUrl":"https://doi.org/10.1515/roms-2023-frontmatter1","url":null,"abstract":"","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135348731","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":"Exploring Must-know Criteria for Effective Customer Segmentation in Online Market Using AHP","authors":"Elham Sekandari, Iman Aghaei","doi":"10.1515/roms-2023-0027","DOIUrl":"https://doi.org/10.1515/roms-2023-0027","url":null,"abstract":"Abstract Considering the advancement of technology, companies need to update their knowledge regarding consumer behavior and try to adapt to these changes to stay profitable. Therefore, this study aims to investigate the relative importance of market segmentation categories when assessing consumers’ online buying behavior. The data were collected through a standard AHP questionnaire from 71 individuals who lived in North Cyprus and have online shopping experience. The results were analyzed using the Analytic Hierarchy Process (AHP) methodology by Expert Choice software. Findings demonstrated that age, gender, and marital status are the most critical factors in determining online consumer behavior. However, group influence, adaptability, and brand loyalty were found to be the least important factors that can stimulate consumers to shop online. Managers are encouraged to target their consumers based on the essential categories since running marketing campaigns and advertising costs money and time. They can also benefit from the results of this study and apply more target-oriented segmentation strategies to enhance their companies’ performance. This paper provides a pioneering instrument to assess the relative importance of market segmentation categories in online market.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-07-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48785082","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":"Further Insight into the Usage of Bank Cards Over Cash at the Point-of-Sale?","authors":"S. Ettis","doi":"10.1515/roms-2022-0059","DOIUrl":"https://doi.org/10.1515/roms-2022-0059","url":null,"abstract":"Abstract The several benefits of e-payment for consumers, businesses, and economies make decreasing or ideally eliminating the use of cash an important concern of governments and policymakers. In several emerging countries, there is substantial evidence that using bank cards for payment in retail Point-Of-Sale is still less popular than cash, especially for small-value purchases. Attitudinal factors are amongst the major understudied motives of bank card payment behavior. Little is known about the effects of perceived benefits of bank card use on trust and the subsequent outputs of this trust. Building on the Technology Acceptance Model and the Theory of Planned Behavior, this research proposes and empirically tests a model explaining the roles of perceived benefits and security in affecting consumer trust and the consequent effect of trust on consumers’ attitudes toward bank card payment. This attitude is supposed to build continued usage of bank cards for in-store payment. Respondents were approached in real conditions where the experience of payment in retail Point-Of-Sale occurs. A questionnaire was administered face-to-face with respondents surveyed before they left several small retail stores such as grocery stores, convenience stores, and minimarkets in Southeast Tunisia. The PLS-SEM results show that consumers have built up trust because of their perceived benefits and security of bank card payments. Trust has a positive effect on consumers’ attitudes toward bank cards. The positive attitude persuades consumers to use bank cards for payment purposes at Point-Of-Sale. The findings help inform the research community by elucidating the nature of the relationships between perceived benefits, perceived security, trust, attitude, and continued payment with bank cards in retail Point-Of-Sale. Governments, financial service providers, and businesses need to focus on developing valuable perceived benefits of using bank cards to increase trust, positive attitude, penetration, and continued customers’ usage of bank cards. This will benefit local and national economies by winning greater market share from cash. The Tunisian context is examined in this research. However, the results might be applied to many other in-developing countries.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46172389","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}