Journal of Retailing and Consumer Services最新文献_第2页

RFID in smart retailing: The roles of shopping experience, technostress, and disconfirmation sensitivity in driving repurchase intention 智能零售中的RFID：购物体验、技术压力和不确认敏感度在驱动再购买意愿中的作用

IF 13.1 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2026-04-01 Epub Date: 2026-01-16 DOI: 10.1016/j.jretconser.2026.104728

Phuong Viet Le-Hoang, Nguyen Tan Loi

{"title":"RFID in smart retailing: The roles of shopping experience, technostress, and disconfirmation sensitivity in driving repurchase intention","authors":"Phuong Viet Le-Hoang, Nguyen Tan Loi","doi":"10.1016/j.jretconser.2026.104728","DOIUrl":"10.1016/j.jretconser.2026.104728","url":null,"abstract":"<div><div>As digital technologies advance rapidly, consumer experiences worldwide are being redefined, with radio frequency identification (RFID) emerging as a key enabler of smart retail. This study investigates how RFID-enabled retail capabilities influence repurchase intention, emphasizing the mediator of shopping experience and the moderators of technostress and disconfirmation sensitivity. Data were collected from 410 consumers in Ho Chi Minh City using stratified sampling across four retail strata (hypermarkets, supermarkets, shopping mall stores, and specialty stores), yielding 359 valid responses analyzed via Structural Equation Model on SmartPLS 4.0. The results show that RFID-enabled service attributes and RFID-enabled inventory visibility management enhance shopping experience, which in turn fosters repurchase intention. Technostress negatively moderates this process, diminishing consumer experience, whereas disconfirmation sensitivity strengthens the link between shopping experience and rebuying intention by amplifying the impact of expectation fulfillment. These results highlight both the benefits and challenges of technology adoption in retail: while operational technologies improve efficiency and customer value, psychological responses can either weaken or reinforce outcomes. From a managerial perspective, retailers should leverage RFID and inventory systems to enhance experience, mitigate technology stress, and manage customer expectations. Theoretically, this study deepens insights into technology-driven consumer behavior through the integration of operational, psychological, and experiential perspectives.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"91 ","pages":"Article 104728"},"PeriodicalIF":13.1,"publicationDate":"2026-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145969390","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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 asymmetric impact of air pollution on livestream E-commerce sales 空气污染对电商直播销售的不对称影响

IF 13.1 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2026-04-01 Epub Date: 2026-02-13 DOI: 10.1016/j.jretconser.2026.104723

Jin Hu , Kaiya Wu , Minmin Huang , Muhammad Irfan , Mingjun Hu

{"title":"The asymmetric impact of air pollution on livestream E-commerce sales","authors":"Jin Hu , Kaiya Wu , Minmin Huang , Muhammad Irfan , Mingjun Hu","doi":"10.1016/j.jretconser.2026.104723","DOIUrl":"10.1016/j.jretconser.2026.104723","url":null,"abstract":"<div><div>This study examines the relationship between air pollution and livestream sales in the context of livestream e-commerce, contributing to the literature on environmental economics and adaptive e-commerce strategies. Using fixed effects model and high-frequency transaction data from the TikTok platform, we establish a causal link between air quality, measured by the Air Quality Index (AQI), and livestream e-commerce sales, revealing asymmetric responses. Specifically, a 50-point increase in AQI—equivalent to a shift from “moderate” to “unhealthy” air quality—results in a 4% increase in livestream e-commerce sales. This effect is driven by behavioral and strategic adjustments by streamers. The impact of air pollution on livestream e-commerce sales varies geographically and climatically, with significant temporal asymmetry, peaking five days after the pollution and declining by the sixth day. While the economic impact is notable, the broader societal costs of air pollution remain substantial. These findings provide key insights into how environmental factors, particularly air quality, shape livestream sales in real time, offering practical implications for e-commerce stakeholders seeking to capitalize on content strategy. Additionally, they highlight the pressing need for policy measures aimed at reducing air pollution episodes. Limitations include coarse product classification and lack of individual-level data, suggesting future research explore finer product categories and heterogeneous consumer responses.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"91 ","pages":"Article 104723"},"PeriodicalIF":13.1,"publicationDate":"2026-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146189947","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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

How chatbot anthropomorphism shapes customer purchase decisions: Evidence from a field experiment on a cosmetic E-commerce retailer 聊天机器人拟人化如何影响消费者的购买决策：来自化妆品电子商务零售商现场实验的证据

IF 13.1 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2026-04-01 Epub Date: 2026-01-20 DOI: 10.1016/j.jretconser.2025.104721

Mirai Igarashi , Hiroshi Onishi , Osamu Sakai , Shohei Hasegawa

{"title":"How chatbot anthropomorphism shapes customer purchase decisions: Evidence from a field experiment on a cosmetic E-commerce retailer","authors":"Mirai Igarashi , Hiroshi Onishi , Osamu Sakai , Shohei Hasegawa","doi":"10.1016/j.jretconser.2025.104721","DOIUrl":"10.1016/j.jretconser.2025.104721","url":null,"abstract":"<div><div>This study investigates how chatbot anthropomorphism influences customer purchase behavior through a real-world field experiment on a Japanese cosmetic e-commerce website. Using a 2 × 2 framework of form realism (human-like/cartoon appearance) and behavioral realism (warmth/competence response styles), the experiment examines how chatbot anthropomorphic designs influence one-time and subscription purchases over the short and long term. The findings show that low form realism (cartoon appearance) combined with high behavioral realism (warmth response) significantly enhances subscription purchases, aligning with the expectancy-disconfirmation theory. In contrast, chatbots with high behavioral realism (competence response) are more effective for one-time order customers, reflecting that cognitive cues are preferred in the exploration phase of customer–seller relationships. The study also reveals contrasting temporal patterns: while the novelty effect of chatbots diminishes over time for one-time purchases, subscription purchases exhibit no comparable decline, suggesting a persistent impact of chatbots in the maturity phase. These findings enhance the external validity of prior laboratory research and clarify the conditions under which low form realism can outperform human-like designs. The study demonstrates that consumers’ responses to chatbots evolve across repeated transactions, highlighting the importance of considering relationship phases and timeframes. No previous study has simultaneously examined both dimensions of realism; this study addresses this gap, offering theoretical insights into the effects of chatbot anthropomorphism and practical guidance for tailoring chatbot appearance and communication style to different customer segments.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"91 ","pages":"Article 104721"},"PeriodicalIF":13.1,"publicationDate":"2026-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146039844","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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

Digital visibility, physical obscurity: Uncovering the location strategies of ghost kitchens in platform urbanism 数字可见性，物理隐蔽性：揭示平台城市化中幽灵厨房的定位策略

IF 13.1 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2026-04-01 Epub Date: 2026-02-11 DOI: 10.1016/j.jretconser.2026.104766

Weipeng Deng , Yihong Tang , Yaxin Liu , Tianren Yang

{"title":"Digital visibility, physical obscurity: Uncovering the location strategies of ghost kitchens in platform urbanism","authors":"Weipeng Deng , Yihong Tang , Yaxin Liu , Tianren Yang","doi":"10.1016/j.jretconser.2026.104766","DOIUrl":"10.1016/j.jretconser.2026.104766","url":null,"abstract":"<div><div>Digitalization and platform economies are transforming the restaurant sector, giving rise to ‘ghost kitchens’. These delivery-only operations remain physically obscure yet digitally prominent. Their hidden nature creates new forms of spatial ambiguity and raises challenges for regulatory oversight. This study maps the spatial distribution of ghost kitchens in urban environments, identifies their clustering patterns, analyzes their location strategies, and compares them with traditional and hybrid restaurant models. Our findings reveal distinct spatial patterns of ghost kitchens in areas with relatively ‘weak’ commercial locations, challenging the conventional wisdom that physical visibility is essential for restaurant success. By examining locational drivers at both horizontal (neighborhood function and street network proximity) and vertical (floor level and building characteristics) scales, we reveal a delivery-oriented siting logic that trades storefront exposure for access and efficiency, extending restaurant location theory to platform-mediated services. For practice, the findings guide retailers, platforms, and public agencies by identifying where ghost kitchens are most likely to emerge and which built-environment attributes shape their siting, thereby supporting evidence-based policies and governance that balance innovation with consumer protection, food safety, and public health.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"91 ","pages":"Article 104766"},"PeriodicalIF":13.1,"publicationDate":"2026-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146189431","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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

Strap it up! Decoding shared electric bike users’ helmet use behavior through a social ecological lens: A configurational approach 系好安全带！基于社会生态视角解读共享电动车用户头盔使用行为：一种配置方法

IF 13.1 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2026-04-01 Epub Date: 2026-02-03 DOI: 10.1016/j.jretconser.2026.104746

Zhenya Robin Tang , Xueyan Dong , Yuxin Tian , Jianliang Hao , Yang Zhou

{"title":"Strap it up! Decoding shared electric bike users’ helmet use behavior through a social ecological lens: A configurational approach","authors":"Zhenya Robin Tang , Xueyan Dong , Yuxin Tian , Jianliang Hao , Yang Zhou","doi":"10.1016/j.jretconser.2026.104746","DOIUrl":"10.1016/j.jretconser.2026.104746","url":null,"abstract":"<div><div>The rapid growth of shared electric bike (e-bike) programs has revolutionized urban mobility, offering an eco-friendly and efficient solution for short-distance travel. However, low adoption of helmet by shared e-bike users remains a critical safety concern, leading to heightened risks of injuries in traffic environments. This study applies the social ecological model and employs a configurational approach to investigate factors influencing shared e-bike users’ helmet use intentions and behavior. Drawing on survey data, we examine how individual factors (e.g., personal habits, attitudes), interpersonal factors (e.g., descriptive norms), situational factors (e.g., perceived cleanliness and effort required for helmet use), and public policy factors (e.g., perceived risk of being caught, punishment severity) interact to shape helmet use intentions and behavior. This study contributes to transportation safety literature by offering actionable recommendations for policymakers and program designers to enhance helmet adoption and promote safer e-bike usage.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"91 ","pages":"Article 104746"},"PeriodicalIF":13.1,"publicationDate":"2026-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146189432","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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 influence mechanism of appeal strategy and verbal anthropomorphism in robotic notifications on consumers’ timely parcel pickup intention in self-collection services 机器人通知中的诉求策略和语言拟人化对自助收件服务中消费者及时取件意愿的影响机制

IF 13.1 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2026-04-01 Epub Date: 2026-02-12 DOI: 10.1016/j.jretconser.2026.104761

Yu Zhang , Ping Liang

{"title":"The influence mechanism of appeal strategy and verbal anthropomorphism in robotic notifications on consumers’ timely parcel pickup intention in self-collection services","authors":"Yu Zhang , Ping Liang","doi":"10.1016/j.jretconser.2026.104761","DOIUrl":"10.1016/j.jretconser.2026.104761","url":null,"abstract":"<div><div>Self-collection services have emerged as a key solution to urban last-mile delivery challenges. However, persistent delays in parcel pickup contribute to issues such as parcel loss, self-service station overstocking, and increased redelivery costs. While logistics service providers increasingly use robotic notifications to prompt timely pickups, the message characteristics that enhance their effectiveness remain underexplored. This study investigates how two key characteristics of robotic notifications—appeal strategy (self-benefit <em>vs.</em> other-benefit) and verbal anthropomorphism (high <em>vs.</em> low)—interact to influence consumers' timely parcel pickup intention. Through one pilot study and three formal scenario experiments, the findings reveal that message congruence is critical: robotic notifications combining self-benefit appeals with low verbal anthropomorphism, or other-benefit appeals with high verbal anthropomorphism, are more effective in improving consumers’ information processing fluency, thereby enhancing timely parcel pickup intention. Additionally, notification timing moderates strategy effectiveness: self-benefit appeals with low verbal anthropomorphism are more effective in initial notifications, whereas other-benefit appeals with high verbal anthropomorphism perform better in follow-up notifications (i.e., messages sent when consumers have not collected parcels after the first alert). The findings offer practical insights for optimizing the design of robotic notifications that promote timely pickup behaviors in self-collection services.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"91 ","pages":"Article 104761"},"PeriodicalIF":13.1,"publicationDate":"2026-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146189945","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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

Human familiarity meets machine intelligence: Evidence from experimental studies of generative AI and Financial Performance in U.K. retail 人类熟悉度与机器智能：来自英国零售业生成人工智能和财务绩效实验研究的证据

IF 13.1 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2026-04-01 Epub Date: 2026-01-21 DOI: 10.1016/j.jretconser.2026.104726

Abdelmoneim Bahyeldin Mohamed Metwally , Abdullah Al-Maghzom , Mohamed Ali Shabeeb Ali , Sherif El-Halaby

{"title":"Human familiarity meets machine intelligence: Evidence from experimental studies of generative AI and Financial Performance in U.K. retail","authors":"Abdelmoneim Bahyeldin Mohamed Metwally , Abdullah Al-Maghzom , Mohamed Ali Shabeeb Ali , Sherif El-Halaby","doi":"10.1016/j.jretconser.2026.104726","DOIUrl":"10.1016/j.jretconser.2026.104726","url":null,"abstract":"<div><div>This multi-method research investigates how Generative AI (GenAI) creates financial value in retail by shaping customer satisfaction and trust. A qualitative exploration with 39 U.K. managers, employees, and consumers identified satisfaction and trust as primary value mechanisms, moderated by GenAI familiarity and product category risk. Two complementary experiments then tested these relationships causally. Study 1 (N = 418 consumers) examined GenAI-enabled customer interfaces; GenAI-generated product copy, personalised recommendations, and a conversational assistant; and found that GenAI significantly increased session-level financial performance (expected gross margin per visitor) through heightened satisfaction and trust. Study 2 (N = 304 managers) demonstrated parallel mechanisms on the operations side: GenAI decision aids for pricing, assortment, and service triage improved a Financial Performance Index (FPI; gross margin, revenue lift, and cost-to-serve) via satisfaction and trust in GenAI-assisted outputs. Across studies, effects strengthened with greater GenAI familiarity and higher category risk. Robustness checks confirmed invariance and stability across analytical specifications. The findings extend Resource-Based and Dynamic Capabilities perspectives by revealing satisfaction and trust as micro-foundations of AI-enabled value creation, offering evidence that GenAI enhances financial performance when deployed in contexts combining technological competence, user familiarity, and meaningful decision stakes.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"91 ","pages":"Article 104726"},"PeriodicalIF":13.1,"publicationDate":"2026-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146039714","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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

Innovation perceptions and retailer trust: Bridging brand management and channel management 创新认知与零售商信任：连接品牌管理与渠道管理

IF 13.1 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2026-04-01 Epub Date: 2026-01-24 DOI: 10.1016/j.jretconser.2026.104731

Harikumar B. Varrier , Joffi Thomas , Keyoor Purani , Deepak S. Kumar

{"title":"Innovation perceptions and retailer trust: Bridging brand management and channel management","authors":"Harikumar B. Varrier , Joffi Thomas , Keyoor Purani , Deepak S. Kumar","doi":"10.1016/j.jretconser.2026.104731","DOIUrl":"10.1016/j.jretconser.2026.104731","url":null,"abstract":"<div><div>This research investigates the impact of retailers ‘perceived firm innovativeness (PFI) on the supplier firm's trustworthiness and retailer relationship outcomes. Manufacturers invest in innovation to differentiate their offerings and enhance consumer value, which can also shape stakeholders' perceptions of the firm's innovativeness. Although prior research has linked PFI to consumer trust and loyalty, its effect on retailer relationships has received limited attention. Using field experiments, this research demonstrates that PFI enhances retailer commitment and brand recommendations through trustworthiness, with product technological complexity and retailer size moderating these relationships. The findings bridge research gaps in innovation, branding, and channel management, providing practical insights for improving cross-functional collaboration, innovation communication to retailers, and retailer relationships, eventually enhancing firm performance. Thus, the research makes contributions for leveraging retailer’ PFI bridging channel and brand management literature.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"91 ","pages":"Article 104731"},"PeriodicalIF":13.1,"publicationDate":"2026-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146039716","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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 influence of virtual anchor language styles on consumer purchase intentions:The role of psychological vigilance and cultural endorsements 虚拟主播语言风格对消费者购买意愿的影响：心理警戒和文化认同的作用

IF 13.1 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2026-04-01 Epub Date: 2026-02-05 DOI: 10.1016/j.jretconser.2026.104750

Hong Huo, Jiayuan Zhao, Jiamin Zhou

{"title":"The influence of virtual anchor language styles on consumer purchase intentions:The role of psychological vigilance and cultural endorsements","authors":"Hong Huo, Jiayuan Zhao, Jiamin Zhou","doi":"10.1016/j.jretconser.2026.104750","DOIUrl":"10.1016/j.jretconser.2026.104750","url":null,"abstract":"<div><div>With the rise of virtual anchors in live-streaming commerce, understanding their communication strategies is vital. Grounded in the Computers as Social Actors framework and Parasocial Interaction Theory, this study examines the impact of social oriented versus task oriented language on consumer purchase intention. Across three experiments, the findings show that social oriented language increases purchase intention by reducing psychological vigilance, which serves as a full mediator. The study further identifies a key boundary condition in the form of national cultural symbols. These symbols function as cultural endorsements that reduce the psychological vigilance typically elicited by task oriented language, thereby restoring its persuasive effectiveness. Together, the results highlight the central role of psychological vigilance as both a mechanism and a boundary condition in human computer interaction. The findings offer actionable guidance for designing virtual anchors by aligning language strategies with culturally grounded cues that disarm defensive processing and enhance consumer receptivity.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"91 ","pages":"Article 104750"},"PeriodicalIF":13.1,"publicationDate":"2026-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146189948","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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 impact of collaboration unexpectedness on consumer curiosity through schema incongruity 合作意外透过图式不一致性对消费者好奇心的影响

IF 13.1 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2026-04-01 Epub Date: 2026-01-27 DOI: 10.1016/j.jretconser.2026.104748

Peixuan Wu, Shuo Pang, Yushi Jiang

{"title":"The impact of collaboration unexpectedness on consumer curiosity through schema incongruity","authors":"Peixuan Wu, Shuo Pang, Yushi Jiang","doi":"10.1016/j.jretconser.2026.104748","DOIUrl":"10.1016/j.jretconser.2026.104748","url":null,"abstract":"<div><div>The increasing prevalence and commercial success of unexpected brand collaborations, such as luxury brands partnering with mass-market entities, highlight a significant gap in understanding the psychological mechanisms that drive consumer engagement. This research draws on Schema Congruity Theory to examine how such surprising partnerships stimulate consumers’ information-seeking behavior. Across four experimental studies, the findings consistently demonstrate that unexpected brand collaborations elicit stronger intentions to seek information than expected, conventional partnerships. This primary effect is significantly mediated by perceived schema incongruity, particularly the need discrepancy consumers experience when encountering novel pairings. Moreover, this study reveals that the positive impact of unexpectedness on information seeking is heightened among consumers with a high tolerance for ambiguity and those possessing low category knowledge about the brands involved. These results extend the theoretical understanding of schema incongruity by identifying specific cognitive pathways and key individual-difference moderators in the context of inter-brand alliances. Furthermore, this study offers actionable insights for marketers to design strategic collaborations that foster consumer curiosity and information-seeking behaviors.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"91 ","pages":"Article 104748"},"PeriodicalIF":13.1,"publicationDate":"2026-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146079574","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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