Journal of Retailing and Consumer Services最新文献

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Research on the driving factors and impact mechanisms of green new quality productive forces in high-tech retail enterprises under China's Dual Carbon Goals 中国双碳目标下高科技零售企业绿色新品质生产力的驱动因素及影响机制研究
IF 11 1区 管理学
Journal of Retailing and Consumer Services Pub Date : 2024-09-22 DOI: 10.1016/j.jretconser.2024.104092
Jiabin Wang , Li Qiao , Guofen Zhu , Kaisheng Di , Xihui Zhang
{"title":"Research on the driving factors and impact mechanisms of green new quality productive forces in high-tech retail enterprises under China's Dual Carbon Goals","authors":"Jiabin Wang ,&nbsp;Li Qiao ,&nbsp;Guofen Zhu ,&nbsp;Kaisheng Di ,&nbsp;Xihui Zhang","doi":"10.1016/j.jretconser.2024.104092","DOIUrl":"10.1016/j.jretconser.2024.104092","url":null,"abstract":"<div><div>In recent years, the issue of global climate change has become increasingly severe, prompting countries worldwide to intensify their control over carbon emissions to achieve sustainable development goals. As a crucial component of the modern economy, high-tech retail enterprises significantly influence the entire industry's sustainable development through technological innovations and business models. This study focuses on Chinese high-tech retail enterprises, employing a theoretical framework grounded in Resource Dependency Theory and the dialectics of productive forces and relations from a Marxist political economy perspective, supported by Structural Equation Modeling (PLS-SEM). The study identifies the degree of green technology application, corporate environmental policy response strategies, and consumer environmental awareness and demand as mediating variables. The aim is to deeply explore the impact mechanisms driving green and new-quality productivity in Chinese high-tech retail enterprises and to provide an in-depth understanding of the sustainable development of their green and new-quality productivity. The findings indicate that external resources such as policy support, technological innovation, and market demand significantly impact the green productivity of high-tech retail enterprises. Government environmental policies and subsidy measures provide institutional safeguards and resource support for enterprises; technological innovation drives the application and efficiency improvement of green technologies; and market demand for environmentally friendly products promotes the green transformation of enterprises. The study explores how enterprises can integrate different external resources to maximize the benefits of green productivity, including formulating policy response strategies, strengthening technological innovation and R&amp;D investment, seizing market opportunities, and establishing cooperative relationships. These findings offer necessary theoretical support and practical insights into the resource dependency strategies and the mechanisms impacting the development of green productivity in high-tech retail enterprises. This study provides valuable theoretical and practical references for high-tech retail enterprises in promoting the development of green and new-quality productivity. It offers valuable suggestions and guidance for enterprise decision-making and policy formulation. By revealing the dialectical interaction between external resources and internal production relations, this study provides a systematic path analysis and strategic recommendations for achieving the Dual Carbon goals.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104092"},"PeriodicalIF":11.0,"publicationDate":"2024-09-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142311829","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
Redefining retail catchment with mobile geolocation data: Insights from New Zealand 利用移动地理定位数据重新定义零售业覆盖范围:新西兰的启示
IF 11 1区 管理学
Journal of Retailing and Consumer Services Pub Date : 2024-09-21 DOI: 10.1016/j.jretconser.2024.104089
Yihan Guan, Ka Shing Cheung, Chung Yim Yiu
{"title":"Redefining retail catchment with mobile geolocation data: Insights from New Zealand","authors":"Yihan Guan,&nbsp;Ka Shing Cheung,&nbsp;Chung Yim Yiu","doi":"10.1016/j.jretconser.2024.104089","DOIUrl":"10.1016/j.jretconser.2024.104089","url":null,"abstract":"<div><p>This study pioneers a transformative approach to defining and measuring retail catchment areas, moving from traditional isochrone-based models to a behavioural, evidence-based framework that capitalises on mobile location data. Departing from conventional methods that rely on static geographic boundaries or potential travel times, we employ geofencing and geohash techniques to map the actual movements and behaviours of shoppers. This research offers an understanding of retail catchment areas by analysing an extensive dataset with over 117 million data points from approximately 1.6 million users in Auckland. Utilising the DBSCAN clustering algorithm and the concave hull method, we analyse and visualise the geographic extent of catchment areas based on the home-like locations of mall visitors. This refined approach enables us to deepen our comprehension of consumer travel patterns and shopping motivations, empowering retail managers to craft more targeted marketing and operational strategies. Our findings reveal marked deviations from traditionally assumed catchment boundaries, providing fresh insights into consumer behaviour and market dynamics. By redefining catchment areas to reflect actual consumer behaviour and spatial interactions, this research underscores the critical need for more data-driven approaches in the retail sector to adapt to evolving consumer preferences and behaviours.</p></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104089"},"PeriodicalIF":11.0,"publicationDate":"2024-09-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0969698924003850/pdfft?md5=a6d7118ef83355041c76ef00a9eafe9f&pid=1-s2.0-S0969698924003850-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142271630","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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
Relationships among consumer innovativeness, learning, and global product purchases: Store manager perspectives in retailing 消费者创新能力、学习能力和全球产品购买之间的关系:零售业店长的视角
IF 11 1区 管理学
Journal of Retailing and Consumer Services Pub Date : 2024-09-20 DOI: 10.1016/j.jretconser.2024.104084
Woo Bin Kim , Changju Kim , Karin Kurata
{"title":"Relationships among consumer innovativeness, learning, and global product purchases: Store manager perspectives in retailing","authors":"Woo Bin Kim ,&nbsp;Changju Kim ,&nbsp;Karin Kurata","doi":"10.1016/j.jretconser.2024.104084","DOIUrl":"10.1016/j.jretconser.2024.104084","url":null,"abstract":"<div><p>Our study aims to provide a new perspective on the relationship between consumer innovativeness (i.e., social, functional, cognitive, and hedonic) and global purchases by considering consumers’ global product learning and store managers’ interactions with consumers. Using structural equation modeling on data from 500 Japanese consumers, our findings reveal that global product learning fully mediates the impact of diverse aspects of consumer innovativeness (excluding the non-significant functional sub-dimension) on consumers’ global product purchase behavior. Additionally, we highlight the critical role of store managers in influencing consumer behavior toward global products by demonstrating that store managers’ interactions with consumers strengthen the effect of consumers’ global product learning on their purchase behavior. Our results offer significant insights into the dynamics of consumer innovativeness and the impact of store managers on global product purchases, thereby filling a gap in the retailing and marketing literature.</p></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104084"},"PeriodicalIF":11.0,"publicationDate":"2024-09-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0969698924003801/pdfft?md5=1f38bb48930e7750ec27013a6cc9068b&pid=1-s2.0-S0969698924003801-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142271628","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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
The effects of footstep sounds on impression formation and persuasion 脚步声对印象形成和说服的影响
IF 11 1区 管理学
Journal of Retailing and Consumer Services Pub Date : 2024-09-18 DOI: 10.1016/j.jretconser.2024.104086
Zhihao Yu , Lam An , Timothy B. Heath
{"title":"The effects of footstep sounds on impression formation and persuasion","authors":"Zhihao Yu ,&nbsp;Lam An ,&nbsp;Timothy B. Heath","doi":"10.1016/j.jretconser.2024.104086","DOIUrl":"10.1016/j.jretconser.2024.104086","url":null,"abstract":"<div><p>Although walking is ubiquitous and regularly produces footstep sounds, little is known about how such sounds impact (1) observer impressions of walkers, and (2) walker influence over observers. The current research addresses these issues in three retailing scenario-based experiments. The presence of service employees' footstep sounds is found to increase their perceived status in the eyes of the shoppers, which increases the service employees' persuasiveness. Moreover, we rule-out several potential alternative explanations (niceness, attractiveness, and honesty) while identifying a boundary condition of both theoretical and practical significance, shoppers' political ideology: service employees’ footstep sounds affect conservative shoppers far more than liberal shoppers.</p></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104086"},"PeriodicalIF":11.0,"publicationDate":"2024-09-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142239764","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
Food provenance assurance and willingness to pay for blockchain data security: A case of Australian consumers 食品来源保证和区块链数据安全的支付意愿:澳大利亚消费者案例
IF 11 1区 管理学
Journal of Retailing and Consumer Services Pub Date : 2024-09-18 DOI: 10.1016/j.jretconser.2024.104080
Elena I. Vázquez Meléndez, Brett Smith, Paul Bergey
{"title":"Food provenance assurance and willingness to pay for blockchain data security: A case of Australian consumers","authors":"Elena I. Vázquez Meléndez,&nbsp;Brett Smith,&nbsp;Paul Bergey","doi":"10.1016/j.jretconser.2024.104080","DOIUrl":"10.1016/j.jretconser.2024.104080","url":null,"abstract":"<div><p>Blockchain technology has properties that improve supply chain transparency, traceability, and accountability, but how important are these security features to the consumer? This study investigates, consumers' willingness to choose and pay a premium for blockchain-certified food products. The major findings of this study are that consumers show positive receptiveness towards blockchain and disfavour unethical food production methods revealing sustainability consciousness guiding their consumption. We find that females place a greater value on food transparency and product labelling verification and are more willing to pay a premium. In addition, the results have important marketing implications according to our choice modeling findings.</p></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104080"},"PeriodicalIF":11.0,"publicationDate":"2024-09-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S096969892400376X/pdfft?md5=6f1370552cd709db1b582e8ec1681942&pid=1-s2.0-S096969892400376X-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142239765","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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
To offer or not to offer? Bullet screen strategies for competing video platforms with vertical differentiation 提供还是不提供?垂直差异化视频平台的弹幕竞争策略
IF 11 1区 管理学
Journal of Retailing and Consumer Services Pub Date : 2024-09-17 DOI: 10.1016/j.jretconser.2024.104083
Xingzhen Zhu , Li Li , Jing Li
{"title":"To offer or not to offer? Bullet screen strategies for competing video platforms with vertical differentiation","authors":"Xingzhen Zhu ,&nbsp;Li Li ,&nbsp;Jing Li","doi":"10.1016/j.jretconser.2024.104083","DOIUrl":"10.1016/j.jretconser.2024.104083","url":null,"abstract":"<div><p>A considerable number of video platforms, including Bilibili and Acfun, have opted to provide bullet screens in conjunction with their video content. The question of whether and when to provide bullet screens represents a significant challenge, particularly given the variability in consumer preferences for such screens. In order to address this challenge, this paper presents a game-theoretic model for the analysis of optimal bullet screen strategies for competing media platforms. Although conventional wisdom suggests that offering bullet screens may be beneficial for video platforms, our results indicate that if the quality of bullet content is sufficiently low and the proportion of consumers who prefer bullet content is sufficiently high, both platforms have no incentive to offer bullet screens. In addition, if the quality of the bullet screen content and the proportion of consumers who prefer bullet content are moderate, only the low-quality platform will offer the bullet screen. We also find that if the quality of the bullet screen content is high enough, both platforms will provide bullet screens. Furthermore, our results show that given its competitor's bullet screen strategy (providing or not providing bullet screen features), only when the quality of bullet screen features is sufficiently large, the video platform who offers bullet screen features can set higher advertising prices. We further extend the basic model to consider asymmetric bullet screen qualities of the two platforms, and examine the impact of differences in bullet screen content quality on the optimal strategies of the video platforms. Our study provides important managerial insights for video platforms, especially on whether to provide bullet screen features in a competing environment.</p></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104083"},"PeriodicalIF":11.0,"publicationDate":"2024-09-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142239763","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
Revolutionizing retail: The transformative power of service robots on shopping dynamics 零售业的变革:服务机器人对购物动态的变革力量
IF 11 1区 管理学
Journal of Retailing and Consumer Services Pub Date : 2024-09-16 DOI: 10.1016/j.jretconser.2024.104085
Nivin Vinoi , Amit Shankar , Reeti Agarwal , Rsha Alghafes
{"title":"Revolutionizing retail: The transformative power of service robots on shopping dynamics","authors":"Nivin Vinoi ,&nbsp;Amit Shankar ,&nbsp;Reeti Agarwal ,&nbsp;Rsha Alghafes","doi":"10.1016/j.jretconser.2024.104085","DOIUrl":"10.1016/j.jretconser.2024.104085","url":null,"abstract":"<div><p>The retail sector is witnessing a significant transition as Retail Service Robots (RSRs) become more widely deployed. This paper investigates the factors influencing customer acceptance of RSRs based on their interaction experiences with these robots. While existing literature predominantly examines human-robot interaction (HRI) from a technological perspective, there is a lack of focus on the social dimensions of interacting with physical robots. Through this study we are trying to fill this gap by looking into the factors that influence customer acceptance and rejection of RSRs. A qualitative study addressed this gap, gathering data from 38 participants through open-ended essays. We identified 15 dimensions clustered into two primary themes: reasons for and against RSRs customer acceptance. Reasons for consumer acceptance of RSRs include conversational agility, performance expectancy, immersion, perceived anthropomorphism, interactivity, authenticity, intimacy, and homophily. Conversely, reasons against consumer acceptance encompass vulnerability, technological complexity, exhaustion, stiff kinesics, technology readiness, social anxiety, and privacy concerns. The implication of our study extends RSRs literature by exploring crucial factors for RSRs adoption. This study also provides actionable insights for retail managers and service robot developers to build a favourable environment for RSRs adoption.</p></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104085"},"PeriodicalIF":11.0,"publicationDate":"2024-09-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142239762","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 role of behavioral decision-making in panic buying events during COVID-19: From the perspective of an evolutionary game based on prospect theory 行为决策在 COVID-19 期间恐慌性购买事件中的作用:基于前景理论的进化博弈视角
IF 11 1区 管理学
Journal of Retailing and Consumer Services Pub Date : 2024-09-14 DOI: 10.1016/j.jretconser.2024.104067
Tinggui Chen , Xiaofen Wu , Bing Wang , Jianjun Yang
{"title":"The role of behavioral decision-making in panic buying events during COVID-19: From the perspective of an evolutionary game based on prospect theory","authors":"Tinggui Chen ,&nbsp;Xiaofen Wu ,&nbsp;Bing Wang ,&nbsp;Jianjun Yang","doi":"10.1016/j.jretconser.2024.104067","DOIUrl":"10.1016/j.jretconser.2024.104067","url":null,"abstract":"&lt;div&gt;&lt;p&gt;Sudden public health crises such as the COVID-19 pandemic have triggered widespread panic buying incidents globally, causing disruptions in commodity markets characterized by imbalances between supply and demand. This has posed a serious threat to social stability. During sudden public health events, panic buying typically complicates epidemic prevention and control efforts, leading to adverse consequences such as resource wastage, supply-demand imbalances, and market failures, which pose a threat to social stability and economic development. The progression of panic buying is significantly influenced by the actions and choices of both the public and local authorities. Therefore, studying the impact of the behavioral decisions made by the public and local governments plays a pivotal role in the evolution of such events. Building upon this premise, this paper studies the role of behavioral decisions in the COVID-19 panic buying event from the perspective of an evolutionary game. First, the public’s attitude toward the development of the event is divided into two categories: those with a negative attitude and those with a positive attitude. At the same time, the concepts of mental benefits and mental costs are introduced and quantified, serving as key factors in public decision-making. Second, prospect theory is used to elucidate the risk preferences and loss aversion of decision-makers. An evolutionary game model is constructed with the public and local governments as the main entities based on prospect theory. The replication dynamic equation is constructed using the benefit perception matrix, and the equilibrium point and stability conditions of the model are deduced. Third, the impact of participants' behavioral decisions during the panic buying event on the event’s evolution process is discussed through numerical simulation analysis. The results show that (1) in the context of sudden public health emergencies, material demand is the primary cause of public panic buying behavior. Postpanic buying events, such behavior is influenced primarily by the proportion of individuals with negative attitudes within the population. Local governments should release positive information regarding supplies in a timely manner during the nascent stage of panic buying events and actively monitor the proportion of individuals with negative attitudes. (2) There is a positive correlation between risk preference and public panic buying behavior, whereas loss aversion has the opposite effect. The spiritual benefits perceived by the public from engaging in panic buying increase with higher risk preference, whereas perceived costs related to health issues increase with deeper levels of loss aversion. (3) When response costs exceed what local governments are willing to bear, reputation gains and losses play a crucial role in their decision-making. The probability of local governments adopting responsive strategies increases with their emphasis on reputation and ","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104067"},"PeriodicalIF":11.0,"publicationDate":"2024-09-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142232503","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
Ecological consciousness, moral self-identity and green conspicuous behavior: Moderating role of religiosity 生态意识、道德自我认同和绿色显眼行为:宗教信仰的调节作用
IF 11 1区 管理学
Journal of Retailing and Consumer Services Pub Date : 2024-09-14 DOI: 10.1016/j.jretconser.2024.104082
Muhammad Ishtiaq Ishaq , Rukhsar Baloch , Ali Raza , Qurat-ul-ain Talpur , Rehan Ahmad
{"title":"Ecological consciousness, moral self-identity and green conspicuous behavior: Moderating role of religiosity","authors":"Muhammad Ishtiaq Ishaq ,&nbsp;Rukhsar Baloch ,&nbsp;Ali Raza ,&nbsp;Qurat-ul-ain Talpur ,&nbsp;Rehan Ahmad","doi":"10.1016/j.jretconser.2024.104082","DOIUrl":"10.1016/j.jretconser.2024.104082","url":null,"abstract":"<div><p>Due to its substantial ecological imprint, the fashion industry is coming under closer examination in a time of increased environmental awareness. Therefore, the interplay of ecological awareness and sustainable consumption in the fashion industry is the focus of this empirical research. This study examines the mediating role of empowerment and self-transformation between moral self-identity, ecological consciousness consumer behavior (ECCB), and consumers' purchase behaviors, along with the moderating role of religiosity. Under the Value Belief Norm theory paradigm, the hypotheses were assessed after collecting data from 542 consumers in Pakistan. The results indicate that empowerment and self-transformation mediate the relationship between self-identity and ECCB with consumers' purchase behaviors. Also, the results provide strong support for religiosity as the boundary condition. The empirical results add to the body of research by illuminating the complex relationship between environmental consciousness and actual spending behaviors, particularly in the context of fashion.</p></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104082"},"PeriodicalIF":11.0,"publicationDate":"2024-09-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142229317","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 key opinion leader introduction and pricing strategy for live streaming e-commerce platforms considering the impact of network effects 考虑网络效应影响的直播电商平台关键意见领袖引入和定价策略
IF 11 1区 管理学
Journal of Retailing and Consumer Services Pub Date : 2024-09-13 DOI: 10.1016/j.jretconser.2024.104077
Haiyue Zhang , Ronghua Sui , Xiaoyu Zha
{"title":"The key opinion leader introduction and pricing strategy for live streaming e-commerce platforms considering the impact of network effects","authors":"Haiyue Zhang ,&nbsp;Ronghua Sui ,&nbsp;Xiaoyu Zha","doi":"10.1016/j.jretconser.2024.104077","DOIUrl":"10.1016/j.jretconser.2024.104077","url":null,"abstract":"<div><p>Live streaming e-commerce, as an emerging form of social media and platform, is developing rapidly in recent years. To realize rapid growth in user base, some live streaming e-commerce platforms are devoted to release positive cross-side network effects (CNEs) by introducing a key opinion leader (KOL). However, the KOL's strong ability in generating contents and promoting products would cannibalize the viewership and sales of small and medium-sized live-streamers (SMLs), leading to detrimental same-side network effects (SNEs) that hinder the growth of the user base. In this paper, we consider the joint influence of CNEs and SNEs to investigate the KOL introduction strategy and pricing decision of live streaming e-commerce platforms, and analyze the impacts of the KOL introduction on platforms' equilibrium decisions and user participation. Our finding indicates that network effects significantly affect pricing strategy only when platforms introduce the KOL. In this case, it could be more advantageous for platforms to subsidize SMLs with weak CNE intensity while charging the KOL with strong CNE intensity. Moreover, our paper also reveals an interesting result. Although the platforms improve (reduce) the entry fee on SMLs, the access quantities of SMLs still increase (decrease) when the KOL entries. Finally, our analysis reveals that the platforms may introduce the KOL even though its negative SNE intensity on SMLs is strong, while may not introduce when its negative SNE intensity on SMLs is weak.</p></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104077"},"PeriodicalIF":11.0,"publicationDate":"2024-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142171746","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
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