Journal of Consumer Behaviour最新文献

Logging In and Staying On: Exploring Immersive Virtual Influencers and How They Drive Consumers' Immersive Time 登录并保持：探索沉浸式虚拟影响者以及他们如何推动消费者的沉浸式时间

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2025-08-03 DOI: 10.1002/cb.70028

Henrietta Batinovic, Fabian Tingelhoff, Maik Hammerschmidt, Sofia Schöbel

{"title":"Logging In and Staying On: Exploring Immersive Virtual Influencers and How They Drive Consumers' Immersive Time","authors":"Henrietta Batinovic, Fabian Tingelhoff, Maik Hammerschmidt, Sofia Schöbel","doi":"10.1002/cb.70028","DOIUrl":"https://doi.org/10.1002/cb.70028","url":null,"abstract":"<p>This study explores the role of virtual influencers (VIs) as critical touchpoints for enhancing consumers' “Immersive Time (ImT)”—the time spent on virtual reality-empowered immersive platforms. By blurring the lines between virtual and physical-world experiences, immersive platforms transform VIs into “Immersive Virtual Influencers (IVIs)” with enhanced functional capabilities. In this paper, we first assess the nature and extent of consumers' ImT with IVIs. Second, using the affordance perspective, we investigate how IVI design elements impact consumers' expectations of IVIs' functions and, in turn, ImT. Employing a mixed-method approach, our initial survey (<i>N</i> = 179) uncovers that consumers so far only spend limited ImT with IVIs and identifies reasons hindering prolonged engagement. Our following qualitative analysis, based on 30 semi-structured interviews, reveals distinct pathways to enhance ImT for two consumer segments: potential and incumbent users of immersive platforms. For instance, potential users seek an idealized utopia, exemplified by IVIs designed to appear flawless. Conversely, incumbents view immersive platforms as an extension of physical reality, represented by IVIs that embrace greater diversity. By unpacking the nuanced drivers of ImT, we construct a framework on consumer-specific expectations regarding IVI functions. The framework informs about the strategic design and functions of IVIs imperative to fostering a more engaging and prolonged virtual experience for different consumer segments. Thus, we contribute to the burgeoning discourse on how immersive platforms alter consumer behavior and offer guidance for brands on how to navigate the complex dynamics of immersive influencer marketing.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"24 5","pages":"2597-2624"},"PeriodicalIF":5.2,"publicationDate":"2025-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/cb.70028","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145100899","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Eco-Conscious Preferences, Emotional Attributes, and Polarity in Sentiment Analysis of Organic Food App Reviews: A Feature Engineering and Deep Learning Approach 有机食品应用评论情感分析中的生态意识偏好、情感属性和极性：特征工程和深度学习方法

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2025-07-31 DOI: 10.1002/cb.70026

Peng Sun, Le Li, Md Shamim Hossain, Kian Aun Law

{"title":"Eco-Conscious Preferences, Emotional Attributes, and Polarity in Sentiment Analysis of Organic Food App Reviews: A Feature Engineering and Deep Learning Approach","authors":"Peng Sun, Le Li, Md Shamim Hossain, Kian Aun Law","doi":"10.1002/cb.70026","DOIUrl":"https://doi.org/10.1002/cb.70026","url":null,"abstract":"<div>\u0000 \u0000 <p>This study investigates the impact of eco-conscious preferences, emotional attributes, review score, and review polarity on overall sentiment in user reviews for the Thrive Market app, an e-commerce platform for organic and natural food products. Grounded in the theory of planned behavior (TPB), emotion-centric theories, and expectation-confirmation theory (ECT), the study identifies key predictors of sentiment. Data from 7012 valid reviews were preprocessed and analyzed using feature engineering techniques to extract eco-conscious preferences and emotional factors based on the NRC emotional lexicon. Sentiment analysis was conducted using the SentimentIntensityAnalyzer, and a multilayer perceptron (MLP) deep learning model was employed to predict sentiment. The MLP model achieved an accuracy of 92%, with particularly high performance in predicting positive sentiment. The results indicate that eco-conscious preferences, review score, polarity, and emotional attributes like joy, trust, and anticipation have a positive impact on sentiment. In contrast, emotional attributes such as sadness, anger, fear, and disgust are negatively associated with sentiment. The findings highlight the significant role of both emotional factors and eco-conscious preferences in shaping consumer sentiment, offering actionable insights for marketers in the organic food sector.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"24 5","pages":"2578-2596"},"PeriodicalIF":5.2,"publicationDate":"2025-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145102381","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Role of Emojis in Marketing Communication in Fostering Brand-Consumer Relationships: A Systematic Scoping Review and Thematic Analysis 表情符号在营销传播中促进品牌-消费者关系中的作用：系统的范围审查和专题分析

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2025-07-30 DOI: 10.1002/cb.70017

Saswati Chakraborty, Vaibhav Shekhar, Pradeep Krishnatray, Achyut Telang

{"title":"Role of Emojis in Marketing Communication in Fostering Brand-Consumer Relationships: A Systematic Scoping Review and Thematic Analysis","authors":"Saswati Chakraborty, Vaibhav Shekhar, Pradeep Krishnatray, Achyut Telang","doi":"10.1002/cb.70017","DOIUrl":"https://doi.org/10.1002/cb.70017","url":null,"abstract":"<div>\u0000 \u0000 <p>Emojis are increasingly becoming a significant part of brand communication and affecting how consumers interact with brands. Despite their growing popularity in digital marketing communication, the existing literature provides limited understanding of the extent to which emojis foster brand-consumer relationships. Prior research has systematically reviewed the existing literature on the role of emojis in computer-mediated communication from psychological, linguistic, and interpersonal communication perspectives. However, there is no comprehensive framework connecting these perspectives in the context of the brand-consumer relationship. The study bridges the above gap by conducting a scoping review followed by thematic analysis of 37 research papers to provide a comprehensive state of existing literature on the effectiveness of emojis in marketing communication and brand-consumer relationships. Drawing from the TCCM (Theory, Concepts, Contexts, and Methodology) framework, it maps the current emoji literature in the marketing discipline and identifies emerging themes and patterns. Our findings contribute to the existing literature by suggesting that emojis foster strong brand-consumer relationships by developing an emotional connection between them, strengthening brand attitudes, enhancing customer engagement, and promoting purchase intention. However, their effectiveness may depend on cultural contexts, consumer demographics, and communication platforms. The study classifies the scope for future research and research questions based on theoretical foundations, concepts, context, and methodological approach. It further provides guidelines to marketers on how brands can use emojis to enhance the effectiveness of their digital communication and build strong relationships with their consumers.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"24 5","pages":"2550-2577"},"PeriodicalIF":5.2,"publicationDate":"2025-07-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145102235","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

A Sign of Divine Intervention: Supernatural Interpretation of Coincidence Lowers Consumer Punishment of Unethical Firms 神圣干预的标志：巧合的超自然解释降低了消费者对不道德公司的惩罚

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2025-07-29 DOI: 10.1002/cb.70019

Jae-Eun Namkoong, Jerry J. Han, Andrew D. Gershoff

{"title":"A Sign of Divine Intervention: Supernatural Interpretation of Coincidence Lowers Consumer Punishment of Unethical Firms","authors":"Jae-Eun Namkoong, Jerry J. Han, Andrew D. Gershoff","doi":"10.1002/cb.70019","DOIUrl":"https://doi.org/10.1002/cb.70019","url":null,"abstract":"<div>\u0000 \u0000 <p>We investigate how belief in a higher power (BHP) leads to a supernatural interpretation of a coincidence between a firm's transgression and a subsequent unrelated loss suffered by the firm, and how this can reduce consumers' punishment intentions. We find that when a coincidence between a firm's transgression and an unrelated loss to the firm is presented, consumers' desire to punish the firm decreases as their BHP strengthens (Studies 1A and 1B). Next, we find that BHP influences consumers to see the coincidence as a meaningful signal that the firm's loss was a form of supernatural punishment, leading to the judgment that the firm has already paid for its wrongdoing (Study 2). Finally, we find support for our overall theoretical model, where (1) high (vs. low) coincidence leads to a heightened judgment that the firm has already paid its dues only for people with strong BHP and (2) that this judgment reduces punishment intentions toward the firm (Study 3). The results also show that other illusory beliefs, such as belief in superstition, do not explain the effect. This research enhances our understanding of consumer reactions to firms that cause harm and why some consumers may engage in more or less punitive behavior in response. Implications for both consumer welfare and marketplace justice are discussed.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"24 5","pages":"2508-2520"},"PeriodicalIF":5.2,"publicationDate":"2025-07-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145102343","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Is New Technology Worth It? Exploring Positive and Negative Effects When New Technology Meets Consumers 新技术值得吗？探索新技术对消费者的积极和消极影响

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2025-07-29 DOI: 10.1002/cb.70025

Philipp Brüggemann, Varsha Jain, Luis F. Martinez

引用次数: 0

Effects of Brand Anthropomorphism on Green Purchase Intentions: The Moderating Roles of Advertising Appeals and Consumer Relationship Orientation 品牌拟人化对绿色购买意愿的影响：广告诉求和消费者关系导向的调节作用

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2025-07-29 DOI: 10.1002/cb.70023

Chaoyong Qin, Xinyu Zeng, Xinxue Zhou

{"title":"Effects of Brand Anthropomorphism on Green Purchase Intentions: The Moderating Roles of Advertising Appeals and Consumer Relationship Orientation","authors":"Chaoyong Qin, Xinyu Zeng, Xinxue Zhou","doi":"10.1002/cb.70023","DOIUrl":"https://doi.org/10.1002/cb.70023","url":null,"abstract":"<div>\u0000 \u0000 <p>With the emergence of green consumption as a crucial initiative to address global warming and environmental pollution, promoting the purchase of green products has garnered significant attention. Brand anthropomorphism is an effective strategy for encouraging green product purchasing. However, the mechanisms by which various types of brand anthropomorphism influence green purchase intentions have not been fully revealed, and their boundary conditions have yet to be explored. To address these gaps, this study investigated how different types of brand anthropomorphism (i.e., warmth vs. competence) and advertising appeals (i.e., altruistic vs. egoistic) jointly affect consumers' green purchase intentions. Additionally, this study examined how brand anthropomorphism influences green purchase intentions among consumers with different relationship orientations (i.e., communal-oriented vs. exchange-oriented). This research also reveals the mediating roles of green perceived value and green self-identity. Our findings indicate that when paired with altruistic (egoistic) appeals, warmth (competence) anthropomorphism significantly enhances consumers' green perceived value and green self-identity, resulting in their increased green purchase intentions. Moreover, for communal (exchange)-oriented consumers, warmth (competence) anthropomorphism significantly increases consumers' green perceived value and green self-identity, which also enhance their green purchase intentions. These findings provide new insights into brand anthropomorphism in the field of green marketing.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"24 5","pages":"2521-2544"},"PeriodicalIF":5.2,"publicationDate":"2025-07-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145102345","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Consumer Well-Being in Food Delivery Services: A Comparison Before and After a Merger Announcement 食品配送服务中的消费者福利：合并公告前后的比较

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2025-07-27 DOI: 10.1002/cb.70022

Tze-Hsien Liao

{"title":"Consumer Well-Being in Food Delivery Services: A Comparison Before and After a Merger Announcement","authors":"Tze-Hsien Liao","doi":"10.1002/cb.70022","DOIUrl":"https://doi.org/10.1002/cb.70022","url":null,"abstract":"<div>\u0000 \u0000 <p>The present study applied the stimulus–organism–response model and self–determination theory to examine the mediating role of consumer well-being in the associations between food delivery service (FDS) characteristics and brand loyalty. This study also investigated how these associations differed before and after the announcement of a merger between Taiwan's two leading FDSs. A two-stage field survey (Study 1) and a one-group pretest/posttest experiment with a quasi-experimental design (Study 2) were conducted. The survey and experiment focused on Taiwanese FDS platforms and consumers. Study 1 collected 200 valid responses before the merger announcement (Model 1) and 200 after (Model 2). Study 2 was conducted after the merger announcement and collected 119 valid responses (Model 3). The results of Model 1 indicate that the convenience and economic benefit of FDSs and the ease of use and choice variety of FDS apps significantly and positively influenced consumer well-being and brand loyalty. Consumer well-being partially mediated the relationship between these variables. Model 2 revealed a significant reduction in consumer well-being after the merger announcement, which rendered the associated pathways nonsignificant and eliminated the mediating effect, indicating the announcement's negative influence on consumers. Study 2 verified Study 1's findings and used the dedication–constraint framework to demonstrate that calculative commitment significantly influenced brand loyalty and moderated the effect of consumer well-being on brand loyalty. The results revealed that consumers with high calculative commitment maintained strong brand loyalty despite having low well-being and that affective commitment did not significantly affect brand loyalty.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"24 5","pages":"2482-2507"},"PeriodicalIF":5.2,"publicationDate":"2025-07-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145102363","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Complexity of Audiovisual Content in Advertisements Influences User Engagement Behaviours 广告中视听内容的复杂性影响用户参与行为

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2025-07-26 DOI: 10.1002/cb.70021

Zhipeng Zhang, Keda Qiu, Yan Ye

{"title":"The Complexity of Audiovisual Content in Advertisements Influences User Engagement Behaviours","authors":"Zhipeng Zhang, Keda Qiu, Yan Ye","doi":"10.1002/cb.70021","DOIUrl":"https://doi.org/10.1002/cb.70021","url":null,"abstract":"<div>\u0000 \u0000 <p>Despite the prevalence of audiovisual content on short video platforms, empirical research exploring its impact on user behaviors is still limited. In order to enrich the research related to short video advertisement audiovisual content, we crawl 880 short video advertisements from the TikTok app and creatively apply deep learning and data mining techniques to measure auditory content through sound complexity and visual content through object and texture complexity to explore the relationship between the complexity of audiovisual content and user engagement behaviors. The results show that sound and texture complexity are positively connected with user engagement behaviors, whereas object complexity is adversely correlated. However, this relationship can be influenced by the release date, product type, and saturation of short video advertisements. By firmly linking short video advertisements' audiovisual content to user engagement behaviors, we enhance marketing literature on audiovisual effectiveness. Besides, our feature extraction method significantly enhances the efficiency and accuracy of audiovisual data processing in social media, and the results also aid influencers and businesses in assessing audiovisual content.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"24 5","pages":"2465-2481"},"PeriodicalIF":5.2,"publicationDate":"2025-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145102402","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Future Trends in Consumer Behavior 消费者行为的未来趋势

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2025-07-25 DOI: 10.1002/cb.70024

Atefeh Yazdanparast, Prachi Gala

引用次数: 0

Adaptive Pathways: Understanding Consumer Adaptive Behavior Toward Hyper-Personalized Fashion Retailing in Emerging Markets 适应途径：了解新兴市场中消费者对超个性化时尚零售的适应行为

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2025-07-24 DOI: 10.1002/cb.70016

Khalid Mehmood, Mohsin Abdur Rehman, Ansar Abbass, Erisher Woyo

{"title":"Adaptive Pathways: Understanding Consumer Adaptive Behavior Toward Hyper-Personalized Fashion Retailing in Emerging Markets","authors":"Khalid Mehmood, Mohsin Abdur Rehman, Ansar Abbass, Erisher Woyo","doi":"10.1002/cb.70016","DOIUrl":"https://doi.org/10.1002/cb.70016","url":null,"abstract":"<p>Despite growing academic interest in hyper-personalization in fashion retail, consumer adaptive behavior remains an under-researched construct. This research addresses the gap by applying self-determination and social comparison theories to examine how consumer motivations and willingness to co-create influence adaptive behavior and re-patronage intentions in hyper-personalized fashion retail. Data from 403 online fast fashion consumers in Zimbabwe were analyzed using partial least squares structural equation modeling. Results indicate that consumer motivations and willingness to co-create significantly impact adaptive behavior and re-patronage intentions. Additionally, social comparison and privacy concerns moderate these relationships, except for utilitarian motivations. These results extend current understanding of hyper-personalized fashion retail by introducing adaptive behavior as a key outcome and identifying psychological and contextual variables that influence it. Marketers operating in emerging markets can apply these insights to design personalization strategies.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"24 5","pages":"2442-2459"},"PeriodicalIF":5.2,"publicationDate":"2025-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/cb.70016","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145102173","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0