International Journal of Research in Marketing最新文献_第10页

Image features and demand in the sharing economy: A study of Airbnb 共享经济中的形象特征与需求——基于Airbnb的研究

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-04-20 DOI: 10.1016/j.ijresmar.2023.04.001

Jiaxiu He , Bingqing Li , Xin (Shane) Wang

{"title":"Image features and demand in the sharing economy: A study of Airbnb","authors":"Jiaxiu He , Bingqing Li , Xin (Shane) Wang","doi":"10.1016/j.ijresmar.2023.04.001","DOIUrl":"10.1016/j.ijresmar.2023.04.001","url":null,"abstract":"<div><p>Peer-to-peer marketplaces and the sharing economy are reshaping many markets. Airbnb is attractive to many customers because of its non-standardized, diverse selections and superior value over hotels, but Airbnb properties also come with more uncertainty than hotels. Images of the property can help resolve uncertainty. This study focuses on the background image (the image displayed in search results) and examines how the background image’s content features (living room, bedroom, and interior design) and aesthetic features (clarity, brightness, and contrast) affect the booking rate during a 16-night end-of-year holiday period. The authors develop a model that includes the amount of visual information, property characteristics, and host characteristics, and correct for endogeneity by using a pair of markets (New York City and San Francisco) to calculate propensity scores and construct instrumental variables. The results show that having a background image that features the living room and shows more interior design elements increases the booking rate, while featuring a bedroom decreases it. The effects of the content features are larger than the effects of the aesthetic features, and the effects are economically significant: for example, the effect of featuring the living room in the background image translates into a 35% increase in the booking rate, which amounts to $728 more revenue during the holiday period.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 4","pages":"Pages 760-780"},"PeriodicalIF":7.0,"publicationDate":"2023-04-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46158014","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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: 1

One-of-a-kind products: Leveraging strict uniqueness in mass customization 独一无二的产品:在大规模定制中充分利用严格的独特性

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-04-17 DOI: 10.1016/j.ijresmar.2023.04.002

Franziska Krause , Jonas Görgen , Emanuel de Bellis , Nikolaus Franke , Pia Burghartz , Ilse-Maria Klanner , Gerald Häubl

{"title":"One-of-a-kind products: Leveraging strict uniqueness in mass customization","authors":"Franziska Krause , Jonas Görgen , Emanuel de Bellis , Nikolaus Franke , Pia Burghartz , Ilse-Maria Klanner , Gerald Häubl","doi":"10.1016/j.ijresmar.2023.04.002","DOIUrl":"10.1016/j.ijresmar.2023.04.002","url":null,"abstract":"<div><p>This research examines product uniqueness in its most pure form—products that are literally one of a kind. It does so in mass customization (MC) settings where consumers configure their own products. Due to extremely large solution spaces that are typically available in MC, a specific product configured by a consumer is often one of a kind in that it has never been produced before. How might firms leverage such strict product uniqueness to enhance consumer value? A natural way of doing so is to simply inform consumers that the product they have configured is one of a kind—through a feedback message that is either present-oriented (e.g., “this specific product has never been produced before”) or future-oriented (e.g., “this product will remain one of a kind in perpetuity”). Evidence from five experiments, including a large-scale field experiment, shows that one-of-a-kind feedback can cause a substantial increase in consumers’ product valuation. This value-enhancing effect of one-of-a-kind feedback specifically occurs in product domains that are primarily matters of subjective taste. By contrast, such feedback tends to reduce consumers’ product valuation in domains that are primarily matters of objective quality. These findings advance our understanding of the concept of product uniqueness, and of how firms can harness the one-of-a-kindness of mass-customized products to unlock consumer value.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 4","pages":"Pages 823-840"},"PeriodicalIF":7.0,"publicationDate":"2023-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0167811623000186/pdfft?md5=2b8b58723a9235bbed04a30ea00d8b7c&pid=1-s2.0-S0167811623000186-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46135732","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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

Complementing human effort in online reviews: A deep learning approach to automatic content generation and review synthesis 在线评论中的人力互补：一种自动内容生成和评论合成的深度学习方法

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-03-01 DOI: 10.1016/j.ijresmar.2022.02.004

Keith Carlson , Praveen K. Kopalle , Allen Riddell , Daniel Rockmore , Prasad Vana

{"title":"Complementing human effort in online reviews: A deep learning approach to automatic content generation and review synthesis","authors":"Keith Carlson , Praveen K. Kopalle , Allen Riddell , Daniel Rockmore , Prasad Vana","doi":"10.1016/j.ijresmar.2022.02.004","DOIUrl":"10.1016/j.ijresmar.2022.02.004","url":null,"abstract":"<div><p>Online product reviews are ubiquitous and helpful sources of information available to consumers for making purchase decisions. Consumers rely on both the quantitative aspects of reviews such as valence and volume as well as textual descriptions to learn about product quality and fit. In this paper we show how new achievements in natural language processing can provide an important assist for different kinds of review-related writing tasks. Working in the interesting context of wine reviews, we demonstrate that machines are capable of performing the critical marketing task of writing expert reviews directly from a fairly small amount of product attribute data (metadata). We conduct a kind of “Turing Test” to evaluate human response to our machine-written reviews and show strong support for the assertion that machines can write reviews that are indistinguishable from those written by experts. Rather than replacing the human review writer, we envision a workflow wherein machines take the metadata as inputs and generate a human readable review as a first draft of the review and thereby assist an expert reviewer in writing their review. We next modify and apply our machine-writing technology to show how machines can be used to write a synthesis of a set of product reviews. For this last application we work in the context of beer reviews (for which there is a large set of available reviews for each of a large number of products) and produce machine-written review syntheses that do a good job – measured again through human evaluation – of capturing the ideas expressed in the reviews of any given beer. For each of these applications, we adapt the Transformer neural net architecture. The work herein is broadly applicable in marketing, particularly in the context of online reviews. We close with suggestions for additional applications of our model and approach as well as other directions for future research.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 1","pages":"Pages 54-74"},"PeriodicalIF":7.0,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46386681","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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: 8

Designing Distributed Ledger technologies, like Blockchain, for advertising markets 为广告市场设计分布式账本技术，如区块链

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-03-01 DOI: 10.1016/j.ijresmar.2022.08.004

Mingyu Joo , Seung Hyun Kim , Anindya Ghose , Kenneth C. Wilbur

引用次数: 7

How can non-fungible tokens bring value to brands 非真菌代币如何为品牌带来价值

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-03-01 DOI: 10.1016/j.ijresmar.2022.07.003

Anatoli Colicev

引用次数: 30

Immediate and enduring effects of digital badges on online content consumption and generation 数字徽章对在线内容消费和生成的直接和持久影响

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-03-01 DOI: 10.1016/j.ijresmar.2022.06.001

Shijie Lu , Ying Xie , Xingyu Chen

{"title":"Immediate and enduring effects of digital badges on online content consumption and generation","authors":"Shijie Lu , Ying Xie , Xingyu Chen","doi":"10.1016/j.ijresmar.2022.06.001","DOIUrl":"10.1016/j.ijresmar.2022.06.001","url":null,"abstract":"<div><p>Awarding users digital badges for their contributions such as generating valuable content and participating in community activities has become an increasingly popular practice on user-generated content (UGC) platforms to incentivize user engagement. Beyond their immediate effects, digital badges can have enduring effects on UGC consumption and generation by affecting users’ underlying engagement states. To account for both effects, the authors develop a bivariate negative binomial hidden Markov model of content consumption and generation and estimate the model using a panel data set obtained from a large UGC platform. They find that users increase their content generation but decrease their content consumption immediately after being awarded a digital badge. Furthermore, being awarded a digital badge has a positive enduring effect on both content consumption and content generation behaviors of a user. This positive enduring effect mainly applies to users in relatively engaged states but not to users in the least engaged state. Finally, the authors demonstrate the value of the proposed model with respect to assessing consumer responses to the design of digital badges.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 1","pages":"Pages 146-163"},"PeriodicalIF":7.0,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42190299","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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: 7

Design of product quality scales for conveying information by infomediaries 信息媒体传递信息的产品质量量表设计

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-03-01 DOI: 10.1016/j.ijresmar.2022.07.002

Nina Baranchuk , Ashutosh Prasad

引用次数: 0

What blockchain can and can’t do: Applications to marketing and privacy 区块链能做什么和不能做什么:营销和隐私应用

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-03-01 DOI: 10.1016/j.ijresmar.2022.09.001

Alex Marthews , Catherine Tucker

引用次数: 10

Investigating the effect of status changes in review platforms 调查审查平台中状态变化的影响

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-03-01 DOI: 10.1016/j.ijresmar.2022.07.001

Ali Tamaddoni , Satheesh Seenivasan , Jason I. Pallant , Bernd Skiera

引用次数: 0

Cryptopricing: Whence comes the value for cryptocurrencies and NFTs? 加密货币定价：加密货币和NFT的价值在哪里？

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-03-01 DOI: 10.1016/j.ijresmar.2022.08.002

Z. John Zhang

{"title":"Cryptopricing: Whence comes the value for cryptocurrencies and NFTs?","authors":"Z. John Zhang","doi":"10.1016/j.ijresmar.2022.08.002","DOIUrl":"10.1016/j.ijresmar.2022.08.002","url":null,"abstract":"<div><p>This article provides a critical review of pricing issues related to cryptocurrency and NFTs from a marketing perspective and tries to answer the question of whence comes the value for cryptocurrencies and NFTs. It shows that the value for a cryptocurrency like Bitcoin hinges on the collective belief in the marketplace in its long-term survival as a store of value and a unit of exchange. As such, the belief can give rise to a plethora of pricing equilibria for Bitcoin, and it can also be swayed by many demand factors. Consequently, Bitcoin prices will beset with uncertainties and speculations for the foreseeable future and can swing widely and wildly at times. However, the plethora of pricing equilibria also suggests that it is unlikely that Bitcoin may suddenly disappear after its long, successful run so far. In contrast, NFT prices find their value bases not so much in the collective belief in NFTs as a viable product category, although there are many reasons for optimism in that regard, but in the willingness to pay by individuals that depends on many familiar and well-studied factors. This article proposes many pricing-related research questions.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 1","pages":"Pages 22-29"},"PeriodicalIF":7.0,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47267772","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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: 18