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New-age technologies are driving brand digitalization and influencing consumer retail experiences and consumption patterns. Although past research addresses users’/consumers’ acceptance of these technologies in retail, it refrains from thoroughly studying interaction and engagement. Stemming from the technology acceptance model, the purpose of this paper is to empirically study the practicality of the technology-enabled engagement process comprising stages of interaction, psychological engagement, value-in-use and behavioral engagement during consumers’ interactions with augmented reality, artificial intelligence and machine learning based virtual try-on services.

Data from an online survey conducted in China of 339 consumers who experienced the virtual-try-on service is analyzed using partial least squares-structural equation modeling.

The results support the technology-enabled engagement process of brand virtual try-on services. Perceived ease of use and usefulness are robust antecedents of the framework during the interaction stage. Emotional and cognitive aspects contribute to the psychological engagement and value-in-use stages that convert into positive e-word of mouth and buying intentions about the brand in the behavioral engagement stage.

The research contributes to the technology acceptance model, information systems and technology marketing literature by testing a novel technology-enabled engagement process, which previously lacked empirical validation. Specifically, it uses technology acceptance model constructs as antecedents of the technology-enabled engagement process framework, with behavioral intentions in the form of e-word of mouth and buying intentions as precedents. It also provides insights into brands’ virtual try-on services in online retail environments. Practical implications for brand managers are discussed.

This study adopts the elaboration likelihood model and configuration perspectives to explore the internal mechanisms underlying the influence of live streaming on consumer trust building and purchase intention.

This study invited 757 experienced live streaming e-commerce users from Chinese platforms such as TikTok and RED, who participated in survey by filling questionnaires collected online. The research employed a mixed-method approach using SEM and fsQCA. SEM was utilized to analyze quantitative data to determine the direct and mediated relationships within product trust, while fsQCA served as a complement to identify the combinations of conditions that enhance product trust.

The findings reveal three important insights. Firstly, in the context of live streaming e-commerce, both product characteristics and streamer characteristics significantly influence consumers' trust in products. The para-social interaction plays a partial mediating role in the relationship between streamer characteristics and product trust. Secondly, four distinct paths are identified that contribute to enhancing product trust in live streaming e-commerce. Thirdly, PSI emerging as a core condition across all four paths, underscores the importance for merchants to foster positive social interactions with consumers beyond the live streaming environment.

This study enhances understanding of the dynamic live streaming e-commerce industry, offering insights into consumer behavior and practical guidance for merchants seeking to build engaged, trustworthy customer relationships.

This study aims to identify the factors influencing consumer perception and adoption intention toward online pharmacy.

A questionnaire was formulated based on the unified theory of acceptance and use of technology (UTAUT) framework scales available in the existing literature. An aggregate of 451 respondents participated in the survey. To test the formulated hypothesis, confirmatory factor analysis and structure equation modeling are used for analyzing the structural relationships between dependent and independent variables.

This analysis inspects the significant effect of perceived trust, consumer perception and different UTAUT framework constructs on the adoption intention of online pharmacy consumers. The results determine the substantial moderating effect of perceived trust between adoption intention and consumers’ perception of online pharmacies.

This research extended the application of the UTAUT model with the adoption intention of online pharmacy consumers. Only specific constructs have been selected from the UTAUT model in this study.

The study outcomes are useful to pharmacy managers to realize the role of technological platforms in facilitating the online selling of medicines to pharmacy consumers.

The findings are helpful for pharmaceutical companies to improve their existing online buying process for pharmacy consumers seeking purchase of medicines through online pharmacies.

This analysis is unique and contains newness in the form of the moderating role of perceived trust between constructs of UTAUT and customer adoption of online pharmacies.

The increasing popularity of live-streaming commerce has provided a new opportunity for e-retailers to boost sales. This study integrated signaling theory and social exchange theory to investigate how streamer- and product-centered signals influence customers’ likelihood of making an impulsive purchase in the live-streaming commerce context.

An online survey was designed and distributed to the target respondents in China using purposive sampling. A total of 735 valid responses were analyzed with partial least square structural equation modeling (PLS-SEM).

Both streamer-centered signals, i.e. streamer credibility and streamer interaction quality, were discovered to significantly influence product-centered signal, i.e. product information quality. Additionally, streamer interaction quality was found to have a significant impact on streamer credibility. Furthermore, it was observed that customer engagement played a significant mediating role in the relationship between product information quality and impulsive buying tendency. Moreover, the paths between product information quality and customer engagement, as well as the connection between engagement and impulsive buying tendency, were found to be moderated by guanxi orientation.

Despite the prevalence of impulsive purchases in live-streaming commerce, few studies have empirically investigated the impact of streamer and product signals on influencing customers’ impulsive purchase decisions. Consequently, to the best of our knowledge, this study distinguishes itself by offering empirical insights into how streamers use reciprocating relationship mechanisms to communicate signals that facilitate impulsive purchase decisions.

The prevalence of live-streaming e-commerce leads to massive impulse purchases. Based on social learning theory, this study proposes a research model to explore the effect of streamers and viewers on impulsive buying by influencing consumers’ certainty perception.

This study adopts a questionnaire (N = 285) to collect data and conducts a partial least squares structural equation modelling (PLS-SEM) analysis to examine our research hypotheses.

Our results indicate that streamers and viewers improve product demand certainty and product quality certainty, but their effects on streamer quality certainty vary. In addition, product quality certainty is positively associated with impulsive buying, whereas streamer quality certainty and product demand certainty show a negative effect. Streamers can only drive impulse purchases by increasing product quality certainty, but the influence of viewers on consumers’ impulsive buying is fully mediated by product quality certainty and streamer quality certainty.

Our findings contribute to the literature on live-streaming e-commerce (LSE) by identifying the differential effects of streamers and viewers on impulsive buying. In addition, we broaden the area of certainty research in the LSE field to include product quality certainty, streamer quality certainty and product demand certainty and evaluate these certainty aspects as three psychological mechanisms that drive consumers’ impulse purchases.

This paper aims to offer an integrated framework for branded apps (BAs) that highlights research gaps and points to areas for future research.

Using a systematic literature review approach, the authors analyzed more than 100 articles published between 2009 and the present. This research used databases such as SCOPUS, Web of Science, EBSCO and Elsevier’s Science Direct, with a particular focus on articles listed in the 2021 ABS index. The reviewed papers were coded and organized into four categories in terms of themes and concepts: antecedents, mechanisms, outcomes and moderators.

The study identified four types of antecedents (app benefits, personal traits, brand benefits and others) that influence outcomes via cognitive, affective and a mix of both mechanisms, which is termed multipaths. The authors classified outcomes into five areas (financial gains; app benefits; brand benefits; customer benefits; and others). Moderators were grouped into four types (customer individuality; app features; brand characteristics; and others). The authors concluded by recommending promising directions for future research. Specifically, the authors suggested an inverted U-shaped relationship between escapism and customer responses to BAs.

This paper focused exclusively on BAs, differentiating them from other mobile apps. The authors integrated nearly 100+ studies conducted over two decades. This integrated model serves as a guiding tool for understanding the past, present and future of BAs.

The concept of online shopping has been in vogue for the past two decades and is on the rise. Even developing countries like Pakistan are using electronic platforms to buy and sell goods and services, and the trend has been increasing ever since the COVID-19 pandemic. Drawing on the expectancy-disconfirmation theory, this study aims to test the e-service quality (E-SQ) and e-customer satisfaction (ECS) linkage with the mediating roles of functional values (FVs) and hedonic values (HVs).

The data have been collected from 298 customers of AliExpress and Daraz e-commerce platforms and analyzed using covariance-based structural equation modeling (CB-SEM).

The results of the study showed a significant positive relationship between E-SQ and ECS and indirect linkage through FVs and HVs have also been established.

E-commerce platforms, particularly in Pakistan, should place a strong emphasis on FVs by providing accurate product details, user-friendly navigation, transparent pricing and streamlined transactions. Customers' trust and confidence will increase if they have a smooth and effective online purchasing experience. Customer satisfaction may be influenced by regular platform functionality and usability changes.

The use of functional and HVs is considered to be a novel factor in testing the relationship between E-SQ and ECS.

The purpose of this study is to examine the role of venture capital (VC) in supporting corporate growth and innovation through participation in private placements. While VC provides essential financial support to companies, it remains unclear whether this involvement serves a strategic investment role or a purely financial one. This study seeks to elucidate the role of VC by analyzing changes in the price discount of private placements following VC participation.

The authors take the private placement events of China A share listed companies from April 2005 to January 2023 as the sample, and examine the influence of VC subscriptions on price discount rate.

VC subscriptions to private placements increase information asymmetry, consequently raising the discount rate. This relationship is influenced by the transaction characteristics and information environment. Specifically, VC subscriptions further elevate the discount rate when VC are geographically dispersed from the issuers, possess industry expertise in the issuers’ sector, allocate raised funds for asset restructuring or non-digital investments and when the issuers are in their growth stages. Moreover, the positive correlation between VC subscriptions and the discount rate is more pronounced under conditions of lower internal control quality and weaker external media supervision. Higher discount rates in VC-subscribed private placements result in lower R&D investment and investment efficiency by the issuers, leading to larger-scale VC sell-offs and ultimately diminishing the market and financial performance of the issuers.

The issuers should diligently assess the behaviors and motives of VC and selectively choose issuance targets and methods to manage risks associated with price deviations in private placements. Additionally, this study recommends that regulatory authorities develop a more detailed regulatory framework that considers transaction characteristics and the information environment. This strategy should help optimize external regulatory measures like media coverage and protect the interests of small and medium-sized investors.

This study extends research on the “name chasing” motive and certification effect of VC in private placements, enriches the literature on the mechanisms forming discount rates and provides insights for refining regulatory policies on private placements.

This study aims to investigate whether and how dietary restrictions or special dietary needs, arising not only from health concerns but also from lifestyle or religious considerations, impact the experiences of visitors at various organized events.

The study employs a qualitative research design, interpreting results of both content and sentiment analysis of 154 in-depth interviews with participants from cultural, sports and other events, originating from 18 countries and having dietary restrictions due to health, lifestyle or religious considerations.

The results underscore that the impact of dietary restrictions and special dietary needs on organized events depends on the duration and nature of the event. This significance is particularly pronounced in events lasting several hours or more and those centred around food and beverages, such as gastronomic festivals. While individuals with long-term dietary restrictions exhibit effective coping mechanisms without compromising their event experience, those with short-term restrictions feel particularly restricted. Although the provision of non-inclusive food during events may not immediately lead to participant dissatisfaction, it has the potential to impact the event’s success in the future.

This study is the first to investigate a sufficiently large sample of interviewees with diverse dietary restrictions, encompassing more than just health-related reasons, who attend various types of events in tourist destinations. It is also the first to employ sentiment analysis to better understand the impact of dietary restrictions on visitor experiences at events. This research paves the way for further studies in this field, emphasizing specific event types and different visitor groups.

This study aims to explore the dynamics between the brand manufacturer’s revenue model choice and the platform’s private label product entry strategy, specifically, (1) Under the wholesale and agency models, when should the platform introduce its private label product to compete with the manufacturer? (2) Facing the potential threat of the platform’s entry, how should the manufacturer choose between the wholesale and agency models? (3) How does the platform’s entry strategy affect the manufacturer’s price decisions and demand? (4) What are the implications of the strategic interaction between the manufacturer’s model selection and the platform’s encroachment on social welfare and consumer surplus?

This study develops a multistage game model consisting of a manufacturer, a platform and consumers. The model describes the strategic interaction between the manufacturer and the platform, where the manufacturer first chooses one of the revenue models from the agency model and the wholesale model, followed by the platform’s decision whether to offer its own products to enter the competition, after which the two parties set the price of their products to compete on price according to their strategies, then the consumers make purchase decisions based on the principle of utility maximization.

For the platform, to not hurt its profitability in the manufacturer channel with too much competition, lower social utility sensitivity and lower similarity of product imitation rather favor platform entry. Platform entry affects manufacturers’ retail prices and demand differently across different revenue models. Interestingly, if the social utility sensitivity and imitation similarity are moderate, when the commissions extracted by the platform are low, manufacturers still have the incentive to adopt the wholesale model rather than the agency model. In addition, platform entry into competition increases consumer surplus and social welfare only when consumer sensitivity to social utility is low.

The research model innovatively describes the strategic interaction between the manufacturer and the platform; to more accurately portray the consumer demand model, this model also introduces the parameters of the similarity of the platform’s products to the products of the manufacturer, as well as the social utility sensitivity of consumers. Conclusions are drawn on the choice of platform entry strategy versus the choice of revenue model for manufacturers. Relevant managerial insights are provided for both platforms and manufacturers, which partially explains the existing market situation.