我太年轻了！元商业抵制的有调节中介模型

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2025-01-07 DOI:10.1016/j.jretconser.2025.104224

Keng-Boon Ooi , Jun-Jie Hew , Eugene Cheng-Xi Aw , Tat-Huei Cham , Chieh-Yu Lin , Garry Wei-Han Tan

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引用次数: 0

摘要

鉴于最近在虚拟世界的发展，一种进行商业活动的新渠道——虚拟世界商务已经出现。然而，有必要了解消费者对虚拟商务的抵制。因此，本文提出了一个有调节的中介模型并进行了实证检验。研究发现，被动创新抵抗通过触摸需求对虚拟商业抵抗有直接和间接的影响，而认知年龄调节了被动创新抵抗的直接和间接影响，因此对认知年龄较小的消费者的影响更为显著。然后详细阐述了这些结果的理论和实践意义。

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I am too young for this! A moderated-mediation model of metaverse commerce resistance

Given the recent development in the metaverse, a new channel for conducting commerce activities named metaverse commerce has emerged. However, there is a need to understand the resistance to metaverse commerce among consumers. Hence, a moderated-mediation model is proposed and empirically tested. Passive innovation resistance was found to have direct and indirect effects on metaverse commerce resistance through the need for touch, whereas cognitive age moderates the direct and indirect effects of passive innovation resistance, such that the effects are more substantial for cognitively younger consumers. These results are then elaborated concerning their theoretical and practical implications.

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.