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This paper explores the driving factors of parasocial relationship (PSR) in the virtual reality (VR) shopping environment, and how this relationship affects brand equity. The study also investigates the moderating role of the celebrity endorser dynamism (CED) in the relationship between PSR and its antecedents.

The primary data collection tool is a survey administered to Chinese consumers (n = 531) who have experienced the products of UNIQLO brand on Taobao Buy + platform, and who had a PSR with the endorser in their VR shopping process. Structural equation modeling is employed to examine the hypothesized relationships among all variables.

The findings show that VR shopping factors (i.e. physical attractiveness, social presence and technology novelty) perceived by consumers to affect PSR, and this relationship and brand equity are positively associated, while CED moderates the relationship between PSR and its antecedents.

This study sheds light on how PSR in the VR shopping environment can improve brand equity. It contributes to the theory of PSR and persuasion as well as marketing strategies. From a managerial perspective, guidelines are provided for firms to implement value communication activities using VR, and to increase their brand equity.

The purpose of this paper is to investigate factors driving consumers’ social media brand experience and its effect on customer equity and customer lifetime value (CLV). A conceptual model is proposed including the variables of product attributes, brand experience, brand attachment, brand trust, customer equity and CLV.

The proposed research model is analyzed using a survey of 708 South Korean and Chinese consumers.

The results indicate that utilitarian and hedonic values influence brand experience, and that brand experience directly influences brand attachment, brand trust and customer equity drivers. There is a positive relationship between brand attachment and trust. As a customer equity driver, brand equity has a positive effect on CLV.

This study sheds light on how brand experience in social media can improve customer equity. It contributes to the theory of brand experience and customer equity as well as smartphone product marketing strategies. From a managerial perspective, guidelines are provided for firms to implement value communication activities using social media, and to maintain and increase their CLV.

This study aims to develop a chain-mediated model to examine how streamer and product characteristics influence consumer behavior inertia (CBI) based on an extended cognitive-affective-conative (CAC) perspective.

This study used an online survey concerning the livestreaming activities of 250 experienced shoppers to measure the proposed model.

Streamer (product) attractiveness mediates the relationship between streamer (product) characteristics and shopping experience memory. Streamer (product) attractiveness and shopping experience memory have a chain mediating effect between the streamer (product) characteristics and CBI.

Theoretically, the study demonstrates the critical role of attractiveness and shopping experience memory in the formation of consumer inertia and complements current explanations of consumer continuance of buying through livestreaming. From a managerial standpoint, the findings provide guidelines for enterprises carrying out livestreaming business on how to improve inertia to realize a stable profit source.

This paper explores how the blockchain food traceability system (BFTS) affects consumers' affective brand commitment and subsequent willingness to pay premium prices.

From February 11 to May 23, 2023, this study collected data from 236 Chinese customers, who had purchased blockchain-traced food in Jingdong Mall within the past three months. Structural equation modelling was used to analyse the data.

The main findings were as follows: (1) BFTS information transparency, information immutability and product diagnosticity are significant predictors of consumer-perceived trustworthiness; BFTS information transparency, product diagnosticity and product safety are significant predictors of consumer-perceived informativeness, (2) Perceived trustworthiness and perceived informativeness build consumers' affective brand commitment, (3) Affective brand commitment affects willingness to pay premiums and (4) Health consciousness positively moderates the relationship between consumers' affective brand commitment and willingness to pay premiums.

This paper complements the research on consumer behaviour in the BFTS, and the research results provide important enlightenment for guiding food enterprises to formulate reasonable and perfect marketing strategies of blockchain-traced food.

Based on the involvement and customer-delivered value theories, this paper proposes a comprehensive framework with which to examine the relationships between food traceability system, consumer perceived value and purchase intention. The study also investigates the moderating role of consumer expertise in the relationship between food traceability system and perceived value.

Survey approach is the primary data collection tool, through which a total of 238 useable responses were obtained. Structural equation modelling is employed to examine the hypothesized relationships among all variables.

The findings show that the information quality, perceived reliability and product diagnosticity of food traceability system affect consumer perceived value, and the perceived value and purchase intention are positively associated, while consumer expertise acts as a moderator on the relationship between food traceability system and consumer perceived value.

This study sheds light on how consumer perceived value of food traceability system can enhance their intention to purchase traceable food. It contributes to the theory of customer-delivered value and involvement as well as traceable product marketing strategies. From a managerial perspective, guidelines are provided for traceable food producers and marketers to implement reasonable strategies to attract consumers to purchase and promote the sustainable development of food industry.

It remains unclear how environmental scanning (ES) can generate firm performance through supply chain management (SCM) practices. The purpose of this paper is to investigate the effects of ES on operational performance through supply chain integration (SCI) and supply chain responsiveness (SCR).

The scanning–interpretation–action–performance (SIAP) model and organization information processing theory (OIPT) are used to explain the ES–SCI–SCR–performance (S–I–A–P) relationships, which were tested by structural equation modeling of survey data of 329 manufacturing firms in China.

The results indicate that ES has a significant positive effect on SCI and SCR. SCI is significantly and positively related to SCR. SCR partially mediates the relationship between ES and operational performance, and fully mediates the relationship between SCI and operational performance.

Supply chain managers should collaborate with senior executives to obtain signals from ES activities, as input for building SCI and SCR and use SCI as a joint interpretation mechanism of ES signals for developing SCR to reap operational advantages in the rapidly changing business environment.

Strategic management academics and practitioners have explicitly emphasized the importance of ES in developing strategic plans but are unsure about the role of SCM in creating operational advantages through ES. Using the SIAP model, this study theorizes and demonstrates how SCI and SCR transform signals from ES into operational performance. In doing so, a more precise application of OIPT is explicated in the supply chain context.

This study aims to analyze the influence of farmers’ degree of participation in collective action on their adoption decisions and waiting time regarding soil and water conservation (SWC) measures.

The Probit model and Generalized Propensity Score Match method are used to assess the effect of the degree of participation in collective action on farmers’ adoption decisions and waiting time for implementing SWC measures.

The findings reveal that farmers’ engagement in collective action positively influences the decision-making process regarding terrace construction, water-saving irrigation and afforestation measures. However, it does not significantly impact the decision-making process for plastic film and ridge-furrow tillage practices. Notably, collective action has the strongest influence on farmers’ adoption decisions regarding water-saving irrigation technology, with a relatively smaller influence on the adoption of afforestation and terrace measures. Moreover, the results suggest that participating in collective action effectively reduces the waiting time for terrace construction and expedites the adoption of afforestation and water-saving irrigation technology. Specifically, collective action has a significantly negative effect on the waiting time for terrace construction, followed by water-saving irrigation technology and afforestation measures.

The results of this study underscore the significance of fostering mutual assistance and cooperation mechanisms among farmers, as they can pave the way for raising funds and labor, cultivating elite farmers, attracting skilled labor to rural areas, enhancing the adoption rate and expediting the implementation of terraces, water-saving irrigation technology and afforestation measures.

Drawing on an evaluation of farmers’ degree of participation in collective action, this paper investigates the effect of participation on their SWC adoption decisions and waiting times, thereby offering theoretical and practical insights into soil erosion control in the Loess Plateau.

Although researchers have long recognized the importance of participating organizations’ (POs) relational behavior for mega construction projects (MCPs) performance, relational behavior may not be executed by POs without effective leadership from project owners. However, little is known about the mechanisms linking owners’ leadership styles to POs’ relational behavior. This study draws on full range leadership theory and role theory to examine the relationships between owners’ leadership styles (i.e. transformational and transactional) and relational behavior. POs’ role orientations (i.e. normative and economic) are considered as potential mediators.

Data were collected from 175 managers deeply involved in MCPs. Hierarchical regression model and bootstrapping methods were performed on the data to examine the direct effects of owners’ leadership on POs’ relational behavior and the mediating effects of POs’ role orientations.

The results revealed that both owners’ transformational and transactional leadership positively affect POs’ relational behavior, despite the former being higher than the latter, and indirectly influence relational behavior via POs’ normative and economic role orientation, respectively.

This study provides a clear picture of how owners’ leadership can motivate POs’ relational behavior to achieve high-quality inter-organizational relationships in MCPs. The findings can guide owners’ top manager selection by prioritizing those with transformational leadership, which is beneficial to achieving high-level relational behavior of POs. The results also imply that owners should pay greater attention to cultivating POs’ normative role orientation by encouraging teamwork and open communication to enhance their implementation of relational behavior.

Unlike previous research focusing more on intra-organizational leader–follower relationship within one PO, this study is one of the first to empirically confirm owners’ leadership as a critical antecedent of POs’ relational behavior, thus enhancing the theoretical understanding of inter-organizational relationship management in MCPs. Based on role theory, this study considers a novel organizational psychology mechanism, i.e. POs’ role orientations, as the mediator to unravel how owners’ leadership affects POs’ relational behavior, which was rarely invoked in MCP leadership literature.

Considering that low-level general trust may hinder communication, this study aims to detect the factors that can influence general trust between exhibitors and visitors during business-to-business trade fairs.

Based on a literature review and stakeholders’ behavior analysis, a conceptual model of general trust formation between exhibitors and visitors is proposed.

The preconditions of strangers’ general trust patterns mainly include their early experience regarding trust, institutional trust in the environment and trust propensity. Stakeholders’ treatment, trust transfer, on-site restraints, reward and punishment expansion and on-site personnel arrangement may facilitate the formation of general trust between exhibitors and visitors.

This paper is a conceptual article that requires further investigation to verify the main factors that influence general trust and the impact of general trust on other trust components between exhibitors and visitors.

Organizers, exhibitors and visitors should pay attention to participants’ selection, supervision, self-discipline and personnel management before and during trade fairs. International and small-scale, especially new trade fairs in developed and developing countries, must consider additional measures to improve general trust.

The existing literature has not focused on general trust in the trade fair context. In this paper, research on network and relationship marketing is further deepened in terms of a specific trust type. The interactions between stakeholders before and during fair may promote general trust among participants than in other settings, which partially explains why trade fair (even other two-sided markets) can increase social capital.

The purpose of this study is to evaluate the tannase-assisted extraction of tea stem pigment from waste tea stem, after which the stability of the purified pigment was determined and analyzed.

The extracting process was optimized using the response surface methodology (RSM) approach. Material-liquid ratio, temperature and time were chosen as variables and the absorbance as a response. The stability of the tea stem pigment at the different conditions was tested and analyzed.

The optimized extraction technology was as follows: material-liquid ratio 1:20 g/ml, temperature 50°C and time 60 min. The stability test results showed that tea stem pigment was sensitive to oxidants, but the reducing agents did not affect it. The tea stem pigment was unstable under strong acid and strong alkali and was most stable at pH 6. The light stability was poor. Tea stem pigment would form flocculent precipitation under the action of Fe²⁺ or Fe³⁺ and be relatively stable in Cu²⁺ and Na²⁺ solutions. The tea stem pigment was relatively stable at 60°C and below.

No comprehensive and systematic study reports have been conducted on the extraction of pigment from discarded tea stem, and researchers have not used statistical analysis to optimize the process of tannase-assisted tea stem pigment extraction using RSM. Additionally, there is a lack of special reports on the systematic study of the stability of pigment extracted from tea stem.