Purpose This study examines the effects and driving mechanisms of relational bonds (i.e. financial, social, and structural bonds), live-streaming shopping atmosphere factors (i.e. suspense, entertainment, perceived crowdedness, and vicarious experience), consumer empowerment and customer commitment on consumers’ impulse consumption behavior. Additionally, the study examines the moderating influence of product involvement and collectivism. Design/methodology/approach An online survey was conducted with 665 valid respondents. The authors empirically validated the collected data through the partial least squares structural equation modeling (PLS-SEM) technique, complemented by the artificial neural network (ANN) analysis. Findings The results suggest that financial bonds, structural bonds, suspense, entertainment, and vicarious experience promote consumer empowerment, which in turn leads to customer commitment and impulse consumption behavior. Second, collectivism moderates the relationship between customer commitment and impulse consumption behavior. Originality/value This study provides empirical evidence that relational bonds and live-streaming shopping atmosphere factors play predictive roles in enhancing consumer empowerment, which further promotes impulse consumption behavior through customer commitment. Also, collectivism is found as a moderator.
Community group buying (CGB) has shown exponential development recently because of the widespread use of social commerce and e-commerce. As a result of its popularity, the field has received increasing attention from academia, leading to a plethora of empirical studies to comprehend CGB and the elements that influence it. Therefore, reviewing the existing literature to identify potential gaps and future research opportunities becomes vital. Our study conducts a systematic literature review of CGB. We followed the PRISMA protocol, which generated 288 articles. Application of inclusion and exclusion criteria selected 41 studies for the detailed analysis. We analyzed the features of CGB from three perspectives: group leader, logistics, and localization, summarized five categories of antecedents (self-related, online-related, quality-related, operations-related, and risk-related), and identified two types of consequences (attitudinal, behavioral) of customers' participation. Several research gaps are identified, and corresponding research directions in the future are uncovered. Finally, we discuss the theoretical contribution and limitations of the study.
Purpose The recent livestreaming commerce has magnified the role of influencer marketing, where the influencers are partnering with brands for product promotion. This study examines the impact of influencer attributes, interaction strategies and parasocial relationships on impulsive buying in livestreaming commerce. Design/methodology/approach A survey with 368 livestreaming commerce users was analyzed using the symmetric-thinking approach – partial least squares structural equation modeling (PLS-SEM) and asymmetric thinking approach – fuzzy set qualitative comparative analysis (fsQCA). Findings The results of PLS-SEM indicate that influencer trustworthiness, influencer interactivity and self-disclosure determine parasocial relationships, which in turn influence impulsive buying. The fsQCA finding returned three configurations with various combinations of the causal conditions (i.e. influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty) explaining the formation of impulsive buying. Originality/value These findings provide unique linear and nonlinear insights to explain the combinatory effects of influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty on impulsive buying in livestreaming commerce.
Competition in the on-demand ridesharing service industry is becoming increasingly intense, and sustainability of this innovative business model is uncertain. Studying service personal values may provide insight for service providers to implement appropriate customer retention strategies. Therefore, the objectives of this study was to validate a structural model where service personal values influence perceived value, and perceived value acts as the predictor of satisfaction, which in turn, affects customers’ continuance intention. Through a purposive sampling technique, 280 questionnaires were collected from respondents with experience using on-demand ridesharing services in Malaysia. The findings revealed that service personal values influenced perceived value, perceived value influenced satisfaction, and satisfaction influenced continuance intention. Furthermore, perceived value mediated the relationship between service personal values and satisfaction. Implications and future research directions were discussed.
Purpose The overarching goal of the study was to formulate an integrated research model to empirically demonstrate the complex interplay between heuristics, project characteristics, information system usage quality, empathy, and mindfulness in predicting users'/donors' donation behaviour and well-being in the context of donation-based crowdfunding (DBC) mobile apps. Design/methodology/approach The data were collected from 786 respondents and analysed using the multi-stage SEM-ANN-NCA (Structural equation modelling-artificial neural network-necessary condition analysis) method. Findings Increased perceived aesthetics, narrative structure, self-referencing, project popularity, project content quality, and initiator reputation would foster empathy. Empathy and mindfulness lead to donation behaviour, and, ultimately emotional well-being. Originality/value This study offers a clear framework by ranking the key contextual predictors and assessing the model’s necessity logic to facilitate crowdfunders' donation behaviour and well-being on DBC platforms. This research provides practical insights for bank marketers and further aids financial service providers in formulating an optimal DBC mobile app strategy.
Purpose The purpose of this paper is to propose and empirically test a research model encompassing marketing mix activities as antecedents of non-private label consumers’ switching intention, particularly from an emerging market perspective. The study also aims to test the moderating role of general neophobia and gender. Design/methodology/approach Focusing on non-private label consumers, the study analyzed a total of 211 questionnaire responses. Partial least squares structural equation modeling was used to test the research model. Findings The results suggested that marketing mix activities, particularly advertising, in-store communication, and monetary promotion positively influenced private label brand attitude. Attitude positively influenced switching intention. The proposed moderating effects of general neophobia and gender in the relationship between private label brand attitude and switching intention were supported. Originality/value This study provides empirical evidence to the effects of marketing practices on private label brand attitude from an emerging market perspective, complementing previous research which largely focused on developed market. The findings offer managerial ideas in targeting non-private label consumers. The test of moderating variables expands the understanding on attitude-intention link.
This study proposes a model to investigate brand advocacy in the context of higher education marketing. The model examines the impact of social media marketing, instructor behaviour, reputation, and brand personality on engagement and subsequent brand advocacy. Data were collected from a China sample. The study revealed that social media marketing, instructor behaviour, reputation, and brand personality exert a positive impact on student engagement, which subsequently translates into brand advocacy. The moderating role of value congruity and altruism is verified. The findings provide higher education institution administrators with some guidelines to strategize their marketing and branding communication to foster engagement and brand advocacy.
The authors’ purpose of this study is to investigate the antecedents of single mothers’ subjective well-being. A questionnaire-based survey was conducted using a multi-stage random sampling technique. Data were analyzed using Partial Least Square Structural Equation Modeling. The main findings are: (1) religiosity and locus of control positively influenced subjective well-being, (2) locus of control negatively influenced financial strain, (3) financial strain negatively influenced subjective well-being, and (4) age moderated the relationship between financial strain and subjective well-being. Implications and future research suggestions are discussed.
Purpose This study aims to propose and validate a research framework pertaining to the willingness to disclose information in the context of mobile banking apps. The interrelationships between privacy protection, perceived personalization, social presence, design aesthetics, consumer empowerment, parasocial interactions and privacy concerns are assessed as antecedents of willingness to disclose information. Design/methodology/approach Based on a self-administered survey, this study gathered data from 450 Chinese consumers. The data were analyzed using structural equation modeling via SmartPLS 4 software. Findings The findings indicate that (1) privacy concerns are negatively related to willingness to disclose information, (2) parasocial interaction reduces privacy concerns, (3) consumer empowerment is positively influenced by privacy protection and perceived personalization and (4) social presence and design aesthetics positively contribute to the formation of parasocial interaction. Originality/value The current study serves to reinforce a theoretical understanding of the willingness to disclose information in mobile banking apps, which is underresearched. The findings offer alternative psychological mechanisms (i.e. consumer empowerment and parasocial interaction) and relevant mobile banking app attributes to explain the willingness to disclose information.
Purpose The purpose of the present study is to examine and validate a research model encompassing power distance belief, need for uniqueness, self-monitoring, self-construal, social adjustive attitude, and value-expressive attitude as the causal antecedents for conspicuous luxury consumption. Design/methodology/approach Survey data was collected from a large consumer panel. The study applied a combinatory partial least squares structural equation modelling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) approach in examining the research hypotheses and proposition. Findings The results indicated the effects of power distance belief, need for uniqueness, self-monitoring, and self-construal on social adjustive attitude and value-expressive attitude, which in turn determine conspicuous luxury consumption. In addition, the fsQCA findings revealed three configurations that articulate the complex interactions of the causal antecedents. Originality/value This study enriches the literature by providing a comprehensive understanding of the psychological motivation factors that drive conspicuous luxury consumption and assists luxury retailers in developing targeted strategies to appeal to consumers.
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