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This article investigates the impact mechanism of scarcity promotions in live streaming e-commerce on consumer purchase intention in the context of urban-rural and male-female divides in China, with emotional experience as the mediating variable.

A total of 687 online questionnaires are collected, and the model is empirically analyzed by partial least squares structural equation model.

Scarcity promotions in live streaming e-commerce positively influence purchase intention, with emotional experience mediating the impact. Furthermore, the influence of scarcity promotions in live streaming e-commerce on the emotional experience of urban residents is greater than that of rural residents. The effect of scarcity promotions on the purchase intention of urban residents is lower than that of rural residents. Scarcity promotions in live streaming e-commerce have a greater impact on the emotional experience of female consumers compared to male consumers. The influence of scarcity promotions on the purchase intention of female consumers is lower than that of male consumers.

This article extends the scarcity promotion theory to the context of live streaming e-commerce. Furthermore, it is the first to explore the mediating role of emotional experience in this process. Lastly, it is the first to investigate the moderating effects of urban-rural and male-female factors in this process.

This study aims to explore the underlying mechanism and boundary conditions of consumer’s preference on a multiple-percentage discount over an economically equivalent single discount.

The authors tested their predictions using two large-scale online experiments accompanied by a fully controlled laboratory experiment.

This study shows that the preference for a multiple-percentage discounts over an economically equivalent single-percentage discount is because consumers directly add the raw values of multiple-percentage discounts. The preference is less prominent if the percentage discounts are presented using round (vs non-round) numbers and is strengthened by experiential-thinking style.

This study examined consumer preferences between a single-percentage discount and an economic equivalent multiple-percentage discount. A promising research topic is exploring consumer preferences between multiple-percentage discounts.

Understanding how different presentation formats of the same price discount can lead to different evaluations enables managers and marketers to ensure a more effective promotional strategy.

This study extends literature on price-based promotions by demonstrating how consumers’ preferences for multiple discounts can be strengthened or weakened.

The purpose of the paper is to analyze the impact of involuntary frugality and deliberate frugality on the household intentions to adopt energy-efficient and energy-generating products. Additionally, the study aims to explore the role of motivation to save as a mediating factor between different types of frugality and the adoption of different kinds of energy products.

The study involved a survey of 413 households, gathering information through questionnaires from both tier I and tier II urban areas in India. The investigation used confirmatory factor analysis and structural equation modeling with Amos to explore the impact of frugality and also mediating impacts of motivation to save on the correlation between different forms of frugality (involuntary and deliberate) and the desire to acquire energy-efficient and energy-producing goods. This methodology facilitated a thorough examination of how various levels of frugality impact the uptake of sustainable energy solutions, with a specific emphasis on the fundamental motivational drivers behind these choices.

The study uncovers specific connections between various forms of frugality and the desire to embrace energy-efficient and energy-producing items. Unintentional frugality, characterized by sensitivity to prices, is shown to have a positive correlation with the adoption of energy-efficient devices but a negative association with the intention to adopt energy-generating products. Conversely, intentional frugality, distinguished by deliberate reduction actions, positively impacts the inclination to adopt both energy-efficient and energy-generating products. The results suggest that the mediating impact of motivation for savings varies depending on the type of frugality and the class of energy products being considered, emphasizing the subtle ways in which frugality influences sustainable consumption behaviors.

The contrasting effects of involuntary and voluntary frugality on the adoption of energy-efficient versus energy-generating products highlight the need to explore the underlying psychological and economic mechanisms. Future research should investigate the factors influencing the preferences of price-sensitive and deliberate frugal consumers towards this energy-efficient and energy-generating products.

Policymakers should develop specific subsidies and financial strategies for low-income households and incentive programs for conscientious consumers. Educational campaigns emphasizing the benefits of energy-generating goods and creating incentive structures with tax advantages, refunds and financial aid are essential. Companies should continue to emphasize cost savings for energy-efficient appliances and consider leasing or instalment plans for energy-generating products to appeal to price-sensitive consumers.

Literature shows that 82% of Indians prefer frugality to conserve energy through reduced consumption. However, consumer motivations for frugality vary. This study analyses the distinct impacts of involuntary and voluntary frugality on adopting energy-efficient and energy-generating products, offering a nuanced understanding of consumer behavior in sustainability—a topic underexplored in existing research. Additionally, this study investigates the role of the motivation to save as a mediator between frugality and energy product adoption, providing a novel perspective on how different frugality motivations influence different category of energy products.

This paper aims to explore the key drivers of a resilient supply chain for the Indian pharmaceutical industry for enhanced and sustainable export pursuits in a disruptive business time.

This study literarily identifies the key drivers of supply chain resilience in the Indian pharmaceutical industry and methodologically appraises, analyzes and assesses them to derive a structural model that catalytically acts as facilitators and drivers for enhanced export performance. By reviewing relevant literature, it identifies research and development (R&D), procurement and sourcing, manufacturing, distribution and reverse logistics factors. It collects Likert scale feedback from stakeholders and probes interrelationships among them in achieving the enhanced export performance of India’s pharmaceutical sector.

The results lucidly identify the key enablers affecting the export performance of India’s pharmaceutical sector. These primarily include developing excellence in manufacturing, reverse logistics and distribution. Furthermore, sourcing and R&D are the antecedents of manufacturing expertise, catalytically contributing to improved export outcomes. Based on the derived structural model, the interrelationships are evaluated to explore causal links in achieving supply chain resilience and simultaneously elucidating the managerial and socio-economic interventions.

Narrating the results, this paper scholarly identifies the key drivers that need to be factored in for enhanced export outcomes of India’s pharmaceutical sector. The paper explains how to achieve supply chain resilience for export performance in India’s pharmaceutical sector.

The main aim of this study is to examine the effect of virtual store atmospheric factors on impulsive purchasing in the metaverse context.

Grounded in purposive sampling, 451 individuals with previous metaverse experience were recruited to accomplish the objectives of this research. Next, to identify both linear and nonlinear relationships, the data were analyzed using partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) approaches.

The findings underscore the significance of the virtual store environment and online trust in shaping impulsive buying behaviors within the metaverse retailing setting. Theoretically, this study elucidates the impact of virtual store atmosphere and trust on impulsive buying within a metaverse retail setting.

From the findings of the study, because of the importance of virtual shop content, practitioners must address its role in impulse purchases via affective online trust. The study’s findings are likely to help retailers strategize and improve their virtual store presentations in the metaverse.

The discovery adds to the understanding of consumer behavior in the metaverse by probing the roles of virtual store atmosphere, online trust and impulsive buying.

Live-streaming e-commerce (LSE) allows anchors to bring offline promotion skills to interact with consumers and persuade them to buy. However, how consumers respond to these communications remains unknown. This study examines the persuasive effect of different scarcity marketing messages on impulsive buying in the LSE context.

This study adopts scenario-based experimental methods and conducts two 2 quantity-based scarcity (supply-framed vs demand-framed)*2 time-based scarcity appeals (high vs low) between-subjects experiments to test the hypotheses.

The results indicate that supply-framed appeals are more effective in provoking consumers’ arousal and impulsive buying, but are moderated by time scarcity. Furthermore, emotional arousal only mediates the effects of quantity-based scarcity appeals on impulsive buying under high-level time scarcity conditions.

This study contributes to the e-commerce literature by comparing the persuasive effect of different scarcity messages in the LSE context. We broaden the scarcity marketing literature by testing the combined effect of quantity-based and time-based scarcity appeals. Finally, this study extends the application of the competitive arousal model.

Empirical evidence indicates that cross-industry cooperation is a popular promotional format in which retailers can engage in market resource sharing and exchange. Although many retailers participate in cross-industry joint promotion by issuing coupons to each other, the degree of correlation between cross-industry products and the consumer switching behavior can significantly impact the promotional effect of these coupons. The purpose of this paper is to investigate the effectiveness of the cross-industry joint promotion and the optimal coupon distribution strategy of retailers based on these two factors.

This paper analyzes the four cases of no cross-industry joint promotion, unilateral issuance of coupons and bilateral issuance of coupons, and discusses the best coupon distribution strategy for retailers based on the degree of product correlation and consumer switching costs. Furthermore, the applicability of the coupon distribution strategy is enhanced by incorporating numerical analysis.

The results show that the retailers can improve their income level by implementing cross-industry joint promotion. The retailers always price higher when only their promotional partners distribute coupons. When the degree of product correlation and consumer switching costs are high, the retailers issuing cross-industry coupons bilaterally is the optimal joint promotion strategy. When the degree of product correlation or consumer switching costs are low, the low-value retailer issuing coupons can achieve a win-win situation for retailers.

This paper addresses an interesting and practical issue related to the coupon distribution strategies based on the product correlation and consumer switching behavior, thereby providing new theoretical value and managerial implications for retailers to choose the optimal joint promotion strategy under different market conditions.

This paper aims to explore the impact of green finance on the heterogeneity of enterprise green technology innovation and the underlying mechanism between them.

Using the data of China's A-share listed enterprises from 2008 to 2020 and the fixed effect model, the authors empirically explore the relationship and mechanism between green finance and green technology innovation by constructing the green finance index while considering both the quality and quantity of innovation.

The study suggests that green finance is positively related to the quality and quantity of enterprise green technology innovation, while green finance is more effective in stimulating the quality of green technology innovation than quantity. In addition, alleviating financial mismatch and improving the quality of environmental information disclosure are core mechanisms during the process of green finance facilitating green technology innovation. Furthermore, green finance exerts a more positive effect on the quality and quantity of green technology innovation with large-size enterprises, heavily polluting industries and enterprises in the eastern region.

This paper enriches the literature on green finance and green technology innovation and provides practical significance for green finance implementation.

The digital economy has become a new engine for economic development, promoting the upgrading and transformation of traditional industries as well as fostering emerging industries and forms of business. Nonetheless, how does the digital economy affect innovation? The research objective is to explore the specific impact of the digital economy on innovation output.

This paper innovatively adopts the dynamic panel data model (DPDM) to carry out an empirical study on the impact of the digital economy on innovation output, through the observation of 30 provincial-level administrative regions in China. Furthermore, the paper innovatively analyzes the impact of different dimensions of the digital economy on innovation output and the impact of the digital economy on different dimensions of innovation output.

It is found that the digital economy is conducive to boosting innovation output considering innovation continuity. Specifically, the driving impact of core industries and enterprise application of digital economy on innovation output is more prominent, but the driving impact of infrastructure and personal application on innovation output is not fully played. Meanwhile, the driving impact of the digital economy on the innovation output quality is more significant than that digital economy on the innovation output quantity.

This study employs a DPDM for the first time to investigate the specific impact of the digital economy on innovation output, and contributes to the existing literature on the digital economy and digital economy-driven innovation. The findings offer a comprehensive explanation for the impact of the digital economy on innovation output, which has reference value for the formulation of innovation policies driven by digital economy, thereby providing impetus for the sustained and stable development of China's economy.

The purpose of the study is to investigate the financing channels and carbon emission abatement preferences of supply chain members, and further examine the optimal contract design of the retailer.

This paper develops a low-carbon supply chain composed of one retailer and one manufacturer, in which the retailer provides trade credit to the manufacturer. Considering the cap-and-trade regulation, the manufacturer with uncertain yield makes decision on whether to invest in emission abatement. There are bank loan and trade credit to finance production for the manufacturer and green credit to finance emission abatement investment. Meanwhile, the retailer may provide the manufacturer with three kinds of contracts to improve emission abatement efficiency, namely, revenue sharing, cost sharing or both sharing.

The results show that the retailer prefers to offer financing service at lower interest rate, but trade (and green) credit financing is always optimal for manufacturer and supply chain. The investment in emission abatement is value-added to all players. The sharing contracts offered by the retailer at lower sharing ratios can realize Pareto improvement of the system regardless of the financing scheme. However, comparing with the revenue or cost sharing contract, the existence of optimal sharing ratios makes the both sharing contract more favorable to the retailer.

The findings provide guidance for the emission-dependent manufacturer in financing and emission abatement decisions, as well as recommendations for the retailer to offer loan service and sharing contract.

This paper integrates green credit into bank loan or trade credit to analyze the financing decision of the manufacturer with uncertain yield and further considers the influence of three kinds of sharing contracts introduced by the retailer on improving operational performance.