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This study examines the effects of risk reduction, seller reputation, eWOM and warranties on consumer confidence and online impulse buying intentions through the lens of the stimulus-organism-response (SOR) model. It also explores the role of installment options in online impulse buying.

We performed a between-subjects experiment (installment vs. no-installment option). Data were collected from 199 consumers and analyzed using SmartPLS 3.3.9.

The results show that risk reduction, eWOM and warranty positively affect consumer confidence (CC) in online shopping and that CC positively predicts online impulse buying intentions. It was also found that the effect of CC on online impulse buying intentions was stronger when consumers were offered an installment option than a no-installment option.

Findings suggest that online sellers should invest more resources in building consumer confidence, which affects online impulse buying intentions. Moreover, online sellers should offer installment options to consumers, thereby reaping stronger effects of consumer confidence on online impulse buying intentions.

Employing the experimental approach, this study makes a novel attempt to examine the role of the installment option in fostering online impulse buying intentions among Pakistani consumers. Likewise, this is one of the early studies to explore the effects of risk reduction, seller reputation, eWOM and warranties on CC among Pakistani consumers using the SOR model.

Extending the elaboration likelihood model (ELM), this study investigates the impact of social media influencers (SMI) on consumer well-being (CW) as well as the influence of CW on purchase intention.

A between-subjects experiment (macro- vs mega-influencer) was conducted to assess the proposed hypotheses. A total of 190 consumers participated in the experiment, and SmartPLS 3.3 was used for multigroup analyses.

Overall, argument quality (AQ), source's credibility (SC) and influencer's kindness positively predict CW, and CW predicts purchase intention. It was also found that SC is more important when information comes from a mega-influencer, whilst kindness is essential for a macro-influencer.

The results of this study imply that CW should be an essential component of influencer marketing strategy. Marketing managers should hire credible and kind influencers who can produce quality arguments. Additionally, the selection of SMI (macro- vs mega-influencer) should be aligned with the marketing objective and type of persuasion required.

This is one of the early attempts to extend ELM by introducing influencer kindness as a peripheral cue. Moreover, the study offers novelty by examining the effects of influencer characteristics (AQ, SC and kindness) on CW and comparing these effects across macro- and mega-influencers.

藉著擴展詳儘可能性模型, 本研究擬探討網絡紅人對消費者福祉的影響, 以及消費者福祉對購買意圖的影響。

研究人員進行被試間實驗 (中網紅對大型網紅) , 以對提出的假設進行評價。190名消費者參與實驗, 研究人員使用SmartPLS 3.3 進行多群組分析。

總的來說, 論點品質、來源可信度和網紅的仁慈體貼, 均能積極預測消費者福祉, 而消費者福祉亦可預測購買意圖。研究人員亦發現, 若資訊是來自大型網紅的話, 來源可信度則更形重要, 而對中網紅來說, 仁慈體貼則是不可或缺的。

研究結果暗示, 消費者福祉應是網紅市場營銷戰略的基本要素。市場經理應僱用可靠、仁慈體貼、並能提出優質論點的網紅。而且, 網絡紅人 (中網紅對大型網紅) 的挑選, 必須與營銷目標和說服的種類互相協調。

本研究為早期的嘗試, 利用引進網絡紅人的仁慈體貼作為周邊線索, 來擴展詳儘可能性模型。另外, 本研究探討網絡紅人的特徵 (論點品質、來源可信度和仁慈體貼) 會如何影響消費者福祉; 研究人員亦跨中網紅和大型網紅, 對這些影響進行比較, 就此而言, 本研究提供了創新的研究意念。

By integrating uses and gratification theory (UGT) and online buying behavior theory (OBBT), this study aims to examine the impact of escapism motives (self-suppression and self-expansion) and attitude toward online shopping (ATS) on eCart abandonment. In addition, the mediating role of ATS between escapism motives and eCart abandonment is examined.

Structural equations modeling was performed on the data of 400 consumers using AMOS 26.

The results indicated that escapism motivations impacted users’ eCart abandonment, and the attitude toward online shopping mediated this relationship.

The findings of this study imply that online sellers should understand the consumer motives for website use. In response, better strategies should be developed to reduce eCart abandonment.

This study extends knowledge of eCart abandonment by theoretical integration of UGT and OBBT and identification of the intrinsic predictors of virtual cart abandonment behavior. In addition, it is one of the early attempts to examine the dimensional impact of escapism on eCart abandonment.

This study aims to investigate the influence of personality characteristics (risk-aversion and self-consciousness) on skepticism toward online services information (STOSI), consumer stress and health.

A between-subjects experiment (n = 228) was designed to compare effects based on third-party organization endorsement (TPO endorsed vs nonendorsed).

Results revealed that personality characteristics positively influenced STOSI, which in turn escalated consumer stress. Furthermore, consumer stress predicted detrimental effects on consumer health (increased blood pressure and heartbeat). Regarding TPO endorsements, both the risk-aversive and self-conscious consumers showed lesser STOSI when exposed to TPO-endorsed ads compared with nonendorsed ads.

This study is one of the first to examine the effects of consumer personality on consumer health through STOSI and consumer stress. In addition, the remedial roles of TPO in coping with STOSI and consumer stress also accumulate to the novelty of this study.

The post-pandemic era has shifted most industries, businesses and consumers online, increasing the demand for electronic devices, mainly laptops. Additionally, most non-Western countries inhabit highly religious but cash-strapped individuals, making them a potential market for second-hand laptops. With this in mind, this study aims to explore the effects of lenient return policy (LRP) and religiosity on consumer confidence in retailer (CCR), consumer well-being and purchase intention.

This paper conducted a between-subjects field experiment comparing two return policy conditions (cash return vs. other return) with a sample of 222 participants. Data were analysed using partial least squares structural equation modelling (PLS-SEM) to test the hypothesised relationships, and multigroup analysis (MGA) was employed to assess the experimental effects based on the return policy conditions. The moderating effects of religiosity were also examined. All analyses were conducted using SmartPLS software.

The results confirm that an LRP positively predicts consumer confidence in retailer, well-being and purchase intention. Religiosity had a moderating effect on LRP outcomes. Additionally, the experiment confirmed that consumers experienced better well-being and were more likely to purchase if offered full cashback.

Retailers of second-hand shopping products should offer LRP (full cashback) to foster consumer confidence, well-being and purchase intention. Additionally, for highly religious consumers, aligning return policies with religious principles should further enhance consumer well-being and purchase intention.

This study is among the earliest to investigate the impact of LRP on CCR and well-being. Moreover, a novel attempt is made to explore the moderating effects of religiosity on LRP outcomes. Likewise, a field experiment to validate the greater effects of cashback on consumer well-being and purchase intention adds to the novelty of this study.

This paper aims to examine the moderating effect of ownership concentration on the relationship between corporate social responsibility performance (CSRP) and information asymmetry using a sample of Chinese firms.

The authors use a sample of 208 listed firms from nine different sectors in China over the period of 2008–2018. They use the generalized method of moment approach to examine the dynamic relationship between CSRP, information asymmetry and ownership concentration. CSRP index is constructed using environmental performance, social performance and corporate governance performance measures.

The results indicate that CSRP positively affects the information asymmetry. Moreover, by taking ownership concentration as a moderating variable, the results indicate that ownership concentration negatively moderates the association between CSRP and information asymmetry.

The findings of the study advance the understanding of CSR practices in China. The findings have important implications for the regulators and managers in China for adopting socially responsible activities for the improvement of firm performance and protecting shareholder rights.

The study extends the existing research on the association between CSRP and information asymmetry by including the ownership concentration as a moderating variable. The research showed that CSR plays an important role in reducing the informational gap between managers and outside stakeholders. However, the relationship between CSR and information asymmetry is not studied yet with the moderating role of ownership concentration.

This study aims to compare the effects of YouTube information sources (influencer vs word of mouse) on the consumer purchase decision. This paper extends the information adoption model (IAM) to include information language as a central cue and skepticism toward online information as a moderating factor.

A between-subjects experiment, 2 (influencer vs word of mouse) × 2 (positive vs negative information), was designed to test hypotheses. A total of 171 consumers participated in the experiment and multigroup structural equations modeling (AMOS 21) was applied.

The results indicate that consumers perceive argument quality to be more useful when the information comes from word of mouse (WOMS). While information language was deemed more useful when the information source was a YouTube influencer and the information type was positive. The study also found that skepticism toward online information reduced the overall effects, particularly for influencers and positive information.

This study contributes to the theory by identifying and investigating the existing gaps in knowledge. For practitioners, findings speak to the synergetic power of YouTube influencers and WOMS as an effective marketing strategy.

This paper is one of the first to compare the effects of YouTube influencers and consumer comments by using the IAM. It also extends IAM with the inclusion of information language as a central cue and skepticism toward online information as a moderating factor.

This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating role of brand credibility in mitigating the negative effects of green marketing was investigated.

A within-subject experiment was conducted to evaluate excessive versus minimal product packaging to test the proposed hypotheses. Data analysis was performed with SmartPLS 3.3.3, which analyzed data from 206 consumers.

The results showed that EPP positively predicts greenwashing and green confusion. However, greenwashing has a negative impact on GBE. Brand credibility was also discovered to moderate the negative relationship between greenwashing and GBE, thereby reducing the negative effect of greenwashing.

The findings imply that marketing managers should understand the consumers’ concerns for the environment, making product and brand strategies that promote environmental protection and sustainability.

This study contributes to the green marketing literature by empirically validating the positive impacts of EPP on greenwashing and green confusion, as well as the negative influence of greenwashing on GBE. Furthermore, it reveals how brand credibility can reduce the harmful effects of greenwashing on GBE.

Examinamos los efectos negativos del embalaje excesivo de los productos, el “greenwashing” y la confusión verde sobre el valor de la marca verde. Además, se investigó el papel moderador de la credibilidad de la marca para mitigar los efectos negativos del marketing ecológico.

Se llevó a cabo un experimento intra-sujeto para evaluar el embalaje excesivo de los productos frente al mínimo envase posible, con el fin de comprobar las hipótesis propuestas. El análisis de los datos se realizó con SmartPLS 3.3.3, con una muestra de 206 consumidores.

Los resultados mostraron que el embalaje excesivo de los productos predice positivamente el greenwashing y la confusión ecológica. Sin embargo, el greenwashing tiene un impacto negativo en el valor de la marca verde. También se descubrió que la credibilidad de la marca modera la relación negativa entre el greenwashing y el valor de la marca verde, reduciendo así el efecto negativo del greenwashing.

Las conclusiones implican que los directores de marketing deben comprender las preocupaciones de los consumidores por el medio ambiente, elaborando estrategias de producto y de marca que promuevan la protección del medio ambiente y la sostenibilidad.

Este estudio contribuye a la bibliografía sobre el marketing ecológico al validar empíricamente los efectos positivos del embalaje excesivo de los productos sobre el greenwashing y la confusión ecológica, así como la influencia negativa del greenwashing sobre el valor de la marca ecológica. Además, revela cómo la credibilidad de la marca puede reducir los efectos perjudiciales del greenwashing sobre el valor de la marca verde.

我们研究了产品过度包装、洗绿和绿色混淆对绿色品牌资产的负面影响。此外, 我们还研究了品牌信誉在减轻绿色营销负面影响中的调节作用。

我们进行了一项受试者内实验, 以评估产品过度包装和最小包装, 从而检验所提出的假设。用SmartPLS 3.3.3进行数据分析, 该软件分析了206来自名消费者的数据。

结果显示, 过度的产品包装正向预测了洗绿和绿色混淆。然而, 洗绿对绿色品牌资产有负面的影响。品牌信誉也被发现可以调节洗绿和绿色品牌资产之间的负面关系, 从而减少洗绿的负面影响。

研究结果表明, 营销经理应该了解消费者对环境的关注, 制定促进环境保护和可持续发展的的产品和品牌战略。

本研究通过实证验证产品过度包装对洗绿和绿色混淆的积极影响, 以及洗绿对绿色品牌资产的负面影响, 为绿色营销文献做出了贡献。此外, 它还揭示了品牌信誉如何减少洗绿对绿色品牌资产的有害影响。

绿色营销, 洗绿, 绿色混淆, 品牌资产, 品牌信誉, 以及产品过度包装

文章类型： 研究型论文

The paper intends to explore the lived experiences of medical students during the COVID-19 pandemic and its impact on their lifestyles and mental wellbeing.

Fourteen medical students from the College of Medicine and Medical Sciences, Arabian Gulf University, Bahrain, were enrolled, and their narratives were obtained. Data were analyzed and conducted using Colaizzi’s phenomenological descriptive method of enquiry.

The analysis identified two themes, along with nine subthemes, that were generated. The first theme focused on mental and social experiences, while the second focused on lifestyle changes. During the pandemic, students had time to reflect on themselves and started to think positively about their lives, although they felt fearful, uncertain, stressed and anxious due to preventive control measures that were mandated, including social distancing and lockdowns. Participants’ lifestyles changed generally negatively, as they adapted to the preventive measures, rendering them physically inactive and exposing them to unhealthy food and disturbed sleep.

The findings provide an insight into the negative impact of the COVID-19 pandemic on the lifestyle and mental wellbeing of medical students. Educational institutes need to offer their students both short as well as long-term health, social and mental support to overcome the impact of the pandemic on their lives.

The purpose of this paper is to examine the impact of different food choice motives on attitude and, subsequently, the impact of attitude, subjective norm and perceived behavioural control on the purchase intention of Pakistani ethnic food, based on the food choice motives theory and the theory of planned behaviour.

Using an intercept survey, data were collected from 559 local tourists coming from different areas of the country, who visited Swat, Gilgit and Muree regions of Pakistan, and the data were analysed using SmartPLS software.

In terms of direct effects, mood, familiarity, natural content and price were found to be significant predictors for attitude, whereas attitude, subjective norm and perceived behavioural control were found to positively affect intention to purchase Pakistani ethnic food. In addition, attitude was found to serve as a mediator for the relationships between mood, familiarity, sensory appeal and price on purchase intention.

This study has shed some light on the food choice behaviour of domestic tourists opting for their own local cuisine in Pakistan, which is under-represented in the tourism and food research literature. We also tested an integrated model of food choice motives and the theory of planned behaviour in modelling purchase intention in the tourism perspective. The present study also adds to the existing literature on mediation by modelling attitude as a mediator between food choice motives and purchase intention in the context of a developing country.