Journal of Consumer Marketing最新文献

{"title":"Generation Z’s intention to use digital fashion items in the Metaverse","authors":"Matilde Milanesi, Giulia Monteverde, Andrea Runfola, Ivana Kursan Milaković, Simone Guercini","doi":"10.1108/jcm-11-2023-6405","DOIUrl":"https://doi.org/10.1108/jcm-11-2023-6405","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Fashion companies have been among the first to ride the new trend and develop projects for the Metaverse, considering Generation Z (Gen Z) as a relevant target. The paper aims to investigate Gen Z consumers’ intention to use digital fashion items in the Metaverse.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study relies on the technology acceptance model (TAM). The authors include specific aspects of the Metaverse: the user-avatar identification and the development of an alternative identity; fashion innovativeness is discussed as a moderator variable. The model is tested on Gen Z consumers, with 329 survey responses collected in 2022 and analyzed using structural equation modeling (SEM).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The paper shows that the two external and explanatory variables the authors added, i.e. user-avatar identification and alternative identity, positively and directly impact the individual attitude to use digital fashion items in the Metaverse. Moreover, according to the proposed research model, the moderating effect concerning fashion innovativeness has positive and negative consequences.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Using TAM, the authors explored consumers’ perceptions (perceived usefulness and ease of use), attitudes and intentions regarding the new technology context (digital fashion in the Metaverse). This study enriched TAM with new consumer marketing constructs (user-avatar identification and alternative identity) and their relationships with consumers’ intention to use digital fashion items in the Metaverse. This study also contributed to TAM by exploring the relevance of moderating the effects of consumer fashion innovativeness on consumers’ intentions and attitudes in the novel context of digital fashion in the Metaverse. The paper contributes to the academic debate by focusing on the individual and personal sphere of the consumer moving in the Metaverse digital environment. The marketing-focused study develops research on Gen Z consumers to provide new insights and possible opportunities for marketers in the Metaverse.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-08-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142202959","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":"Conspicuous compensatory consumption: scale development and initial validation","authors":"Hadeer Hammad, Noha El-Bassiouny","doi":"10.1108/jcm-03-2023-5890","DOIUrl":"https://doi.org/10.1108/jcm-03-2023-5890","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to develop and validate a measure for conspicuous compensatory consumption. Compensatory consumption phenomenon is gaining increased significance in consumer behavior literature. In a symbolic-rich culture, the use of possessions creates a perfect venue for self-construction and self-repairing to make up for one’s psychological deficiencies and inadequacies.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A mixed research design of qualitative and quantitative methodologies is adopted by using elicitation techniques, interviews and survey data. Extensive development and validation procedures are used. A series of studies, encompassing a total sample of 1,782, are reported.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The current study offers a valid and reliable measure for conspicuous compensatory consumption by chronologically following the stages of the scale development process. Compensatory consumption had a negative influence on subjective happiness and a positive influence on negative affect and satisfaction with life. Respondents with high materialism scores had significantly higher compensatory tendencies than the low materialism group. The low self-compassionate group had significantly higher compensatory tendencies than the high self-compassionate group.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The current study provides theoretical contributions to consumer behavior research by providing a valid and reliable measure for conspicuous compensatory consumption. Contrary to past scales that followed a mood-alleviation perspective where therapeutic shopping is used to regulate negative emotions, this scale is novel in adopting a self-completion approach where products are pursued for a tactical effort to offset threatened self-concepts.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142202923","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 adoption of smart services: do privacy concerns, trust in benevolence and usage experience matter?","authors":"Catherine Viot, Charlotte Lecuyer, Caroline Bayart, Agnès Lancini","doi":"10.1108/jcm-04-2022-5299","DOIUrl":"https://doi.org/10.1108/jcm-04-2022-5299","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this research is to investigate the influence of service provider benevolence trust and privacy concerns on the intention to adopt smart services (SS), in line with the privacy paradox. It also seeks to analyze the role of smart connected product (SCP) usage, between current and potential users.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study specifically focuses on one type of SS: smart-connected car insurance based on the “pay as you drive” and/or “pay how you drive” principle. Data were collected through an online survey of 362 French drivers. Hypotheses are tested using structural equation modeling and a multigroup confirmatory factor analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results show that trust in the benevolence of the service providers positively influences the intention to adopt SS, regardless of how familiar consumers are with SCP. Conversely, privacy concerns have a negative impact on such intention, but this effect only occurs among consumers who already own SCP.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>From a managerial perspective, this research could help service providers to successfully develop and promote SS, by establishing a relationship based on benevolence and transparency regarding the use of personal information. In addition, managers should promote SS differently when addressing SCP users, seeking to reassure them or avoid addressing privacy concerns.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Our study adds to the privacy paradox theoretical framework by empirically analyzing drivers of SS adoption. It highlights the key but distinct roles of privacy concerns and benevolence trust.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142202924","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":"In smartness we trust: consumer experience, smart device personalization and privacy balance","authors":"Sylvia Chan-Olmsted, Huan Chen, Hyehyun Julia Kim","doi":"10.1108/jcm-12-2021-5072","DOIUrl":"https://doi.org/10.1108/jcm-12-2021-5072","url":null,"abstract":"\u0000Purpose\u0000Drawing on the personalization–privacy paradox and guided by means–end analysis, this study explores how consumers balance their concerns for privacy and the benefits of smart home device personalization and the role that trust plays in the process. More specifically, this study aims to investigate how perceptions of smart device personalization and privacy concerns are shaped by consumers’ experiences and the role of trust in the deliberation process.\u0000\u0000\u0000Design/methodology/approach\u0000In-depth interviews were conducted across diverse demographic groups of smart device users to shed light on the balancing act between personalization and privacy.\u0000\u0000\u0000Findings\u0000The study found that product experience, ownership type, perceived value of convenience and control and quality of life via “smart things” are key motivators for product usage. The benefits of tailored recommendations and high relevance are balanced against the risks of echo chamber effects and loss of control. The results also show the role of active involvement in the privacy calculus and trust level. The study points to the significance of an ecosystem-based service/business model in gaining consumer confidence when they balance between personalization and privacy.\u0000\u0000\u0000Originality/value\u0000Although many studies have explored trust, privacy concerns and personalization in an artificial intelligence (AI)-related context, few have addressed trust in the context of both smart devices and the personalization–privacy paradox. As such, this study adds to the existing literature by incorporating the concept of trust and addressing both privacy concerns and personalization in the AI context.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.7,"publicationDate":"2024-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141924222","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":"Examining process mechanism of celebrity attributes on brand advocacy","authors":"Deepa Halder, Ravi Shekhar Kumar, Debashree Roy","doi":"10.1108/jcm-04-2023-5945","DOIUrl":"https://doi.org/10.1108/jcm-04-2023-5945","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The study uses the meaning transfer model to integrate celebrity advertising and branding under the broad paradigm of celebrity–brand communication. Specifically, the paper aims to examine the influence of celebrity attributes (authenticity and identification) on brand advocacy and purchase intention through brand personality appeal and brand identification.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study adopts two scenario-based research designs (involving nonfictitious and fictitious celebrities) for a cross-sectional structural path analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Celebrity authenticity, celebrity identification and celebrity–brand congruency significantly influence brand advocacy and purchase intention, with brand personality appeal and brand identification emerging as effective mediators.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study highlights how vital brand personality appeal and brand identification are in transferring positive perceptions about a celebrity endorser into brand advocacy and purchase intention. These results will allow marketers to realize the relative influence of celebrity attributes on the partnered brand.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141753954","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":"Driving customer inspiration to foster loyalty: a study on showroomers","authors":"Marta Frasquet, Marco Ieva","doi":"10.1108/jcm-06-2023-6121","DOIUrl":"https://doi.org/10.1108/jcm-06-2023-6121","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims at understanding the role of customer inspiration in driving loyal (versus competitive) showrooming behaviour and positive word of mouth towards a retailer.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This paper designed a model of customer inspiration in the showrooming context and tested it with data from more than 600 showroomers.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Showroomers are inspired in-store by salesperson quality and offline-to-online integration services. Inspired-by is positively related to inspired-to, which in turn drives loyal showrooming behaviour and positive word of mouth.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper develops the construct of customer inspiration in an omnichannel context and uncovers novel antecedents and consequences. The outcome provides useful implications for retailers in dealing with showroomers, with the aim of increasing their loyalty.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141753912","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":"Effects of consumer suspicion: a review and agenda for future research","authors":"Artemis Panigyraki, Athanasios Polyportis","doi":"10.1108/jcm-10-2023-6376","DOIUrl":"https://doi.org/10.1108/jcm-10-2023-6376","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The objective is to identify the effects of suspicion as well as knowledge gaps, especially in noninterpersonal contexts. This study aims to propose a robust framework for future research. The overarching goal is to foster a comprehensive understanding of consumer suspicion, its implications and its potential avenues in the ever-evolving field of consumer behavior.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Based on a focused review of the literature, this study synthesizes the effects of suspicion in interpersonal and noninterpersonal contexts to unveil its importance for consumer behavior.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The cognitive, affective and behavioral effects of suspicion are identified. Furthermore, a discernible imbalance is observed, as the predominant focus on interpersonal consumer contexts leaves a significant gap in the comprehension of how consumers navigate and perceive suspicion in noninterpersonal interactions. This topic is important especially in an era dominated by complex brand interrelationships and digital touchpoints. Also, the operationalization of the suspicion construct in a plethora of studies seems to be suboptimal, suggesting a need for improvements with respect to its dynamic nature. In this regard, this review provides insightful directions to advance research in the abovementioned domains.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The synthesis of the findings of the empirical articles did not focus on variations in consumer suspicion across different cultures or regions. In addition, the dynamic nature of suspicion and the evolving landscape of consumer behavior mean that findings and implications may require periodic reassessment to maintain relevance. Also, this review did not delve into the methodological diversities across the studies examined.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This review offers marketers and businesses critical insights into the consumer suspicion dynamics. By understanding these nuances, companies can tailor strategies to mitigate suspicion and optimize consumer relationships.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Through synthesizing the effects of suspicion and providing avenues for future research, this study significantly contributes to consumer behavior literature.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-07-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141753911","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":"Promoting proactive helping behaviour: the role of positive psychological capital and emotional self-control","authors":"Estelle van Tonder, Daniel J. Petzer, Sam Fullerton","doi":"10.1108/jcm-06-2023-6104","DOIUrl":"https://doi.org/10.1108/jcm-06-2023-6104","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Customers’ proactive helping behaviours involving personal initiative taking may present an effective solution for assisting other customers in avoiding harmful brands. Accordingly, this study aims to propose a model explaining the role of positive psychological capital (self-efficacy and optimism) in influencing customers’ proactive helping behaviours involving personal initiative taking. The study additionally provides greater clarity regarding the moderating effect of emotional self-control within the suggested model.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Survey data were collected from 256 respondents in South Africa, who reported on their perceptions and the degree to which they engage in proactive helping behaviours to assist other customers in avoiding harmful brands. Hypotheses were tested using regression analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>General self-efficacy and social optimism influence customers’ proactive helping behaviours. Emotional self-control moderates the indirect effect of general self-efficacy on customers’ proactive helping behaviours through social optimism.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Greater insight is obtained into the interplay between factors representing a positive psychological state and self-control of negative emotions and these factors’ effect on customers’ proactive helping behaviours involving personal initiative taking.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The research extends knowledge of proactive helping behaviours involving personal initiative taking to assist other customers in avoiding harmful brands and subsequently provides a baseline for further research in this regards. Practically, the research is useful to social agents of society concerned with promoting responsible purchasing practices.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141743568","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":"Factors influencing luxury service brand extension in a developing country","authors":"Jiseon Ahn, Meiling Gao","doi":"10.1108/jcm-02-2022-5163","DOIUrl":"https://doi.org/10.1108/jcm-02-2022-5163","url":null,"abstract":"\u0000Purpose\u0000Despite the prevalence of luxury brand extension in the service industry, customers tend to be skeptical of the value of the extended brand. This study aims to investigate whether a parent luxury service brand significantly alters customers’ predicted quality, identity and attitude toward the extended brand.\u0000\u0000\u0000Design/methodology/approach\u0000This study uses partial least squares structural equation modeling to examine the proposed hypotheses in a developing country.\u0000\u0000\u0000Findings\u0000The results show that the parent brand’s brand distinctiveness positively and significantly signals the identity and quality of the extended brand. The model also identifies the mediating effects of quality as it signals the relationship between customers’ perception of the parent brand and attitude toward the extended service brand. As expected, as the quality of the extended brand improves, so does attitude toward the extended hotel brand. By contrast, the perceived identity of the extended brand does not significantly increase support for a positive attitude toward the extended brand.\u0000\u0000\u0000Originality/value\u0000This study contributes to the existing consumer marketing literature by suggesting future research directions and brand extension strategies for luxury hotel brand companies in developing countries.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.7,"publicationDate":"2024-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141816690","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":"Ethical identity, social image and sustainable fashion: still an impossible deal? A sociopsychological framework of ethical consumers’ attitude-behavior gaps","authors":"Lamberto Zollo","doi":"10.1108/jcm-08-2023-6213","DOIUrl":"https://doi.org/10.1108/jcm-08-2023-6213","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to propose a multilevel framework of fashion consumer ethics that unpacks how ethical consumers publicly express their identity through sustainable fashion (SF). The author explores SF’s cognitive, relational and contextual dynamics, highlighting how attitude–behavior (A-B) gaps might impede consumers’ ethical identity and social image alignment.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The framework theoretically reconstructs fashion consumer ethics by integrating social intuitionism, social representation theory and the public sphere. This theorizing process sheds light on fragmented attempts found in previous research to understand how ethical consumers express their self-identity and socially represent their image through SF, avoiding A-B gaps.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The theoretical propositions suggest how ethical consumers’ self-concept is expressed at the cognitive level, leading to ethical commitment toward self-associated fashion brands; social image is manifested at the relational level, giving rise to consumers’ ethical engagement in SF; and ethical consumers’ self-verify their identity-image alignment in the public sphere, thus addressing A-B issues.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The sociopsychological approach suggests a novel understanding of ethical consumers’ individual and social representation through SF consumption. The framework interprets SF as an “aesthetic of existence,” co-constructed collectively and symbolically expressed publicly. As a result, the proposed model combines different theories to introduce new causal mechanisms and constructs of ethical consumers’ cognition, sociological relations and public spheres.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141508796","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}