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Article
Publication date: 15 July 2024

Guangkuan Deng, Jianyu Zhang, Ying Xu and Lijuan He

The integration of e-commerce platforms and artificial intelligence (AI) into the marketing channel ecosystem is challenging the explanatory capacity of traditional channel power…

265

Abstract

Purpose

The integration of e-commerce platforms and artificial intelligence (AI) into the marketing channel ecosystem is challenging the explanatory capacity of traditional channel power theories, indicating a significant yet unaddressed research gap concerning the impact of these digital entities and AI on channel power exercise dynamics. This study adopts a contingency perspective to critically revisit how e-commerce platforms exercise channel power and the ensuing effects on channel conflicts. The purpose of this study is to extend the boundaries of traditional channel power theories, enhancing their relevance in today’s digital marketplace.

Design/methodology/approach

Building on channel power theories, the authors developed a framework tested with survey data collected from 262 sellers. This framework incorporates three key contingent variables: inter-platform competition, AI capabilities and platform value co-creation. Regression analysis was used to perform the analyses.

Findings

This study finds that intense inter-platform competition mitigates the (positive) negative relationship between platform channel power and the exercise of (non-) coercive power. Moreover, a platform’s AI capabilities and value co-creation activities diminish the potential for channel conflicts induced by the exercise of coercive power. AI capabilities can also strengthen the negative relationship between the exercise of non-coercive power and channel conflicts.

Originality/value

This study contributes to the advancement of traditional channel power theories by integrating contemporary digital elements like AI and platform dynamics. This study provides theoretical and practical insights on navigating channel power in modern marketing environments, offering strategic guidelines for optimizing channel relationships.

Details

Journal of Business & Industrial Marketing, vol. 39 no. 10
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 7 September 2023

Guangkuan Deng, Jianyu Zhang, Lijuan He and Ying Xu

Drawing on the wisdom of ancient Chinese philosopher Xunzi, this paper aims to present a novel mechanism for governing opportunism, referred to as “cultivational governance.” By…

763

Abstract

Purpose

Drawing on the wisdom of ancient Chinese philosopher Xunzi, this paper aims to present a novel mechanism for governing opportunism, referred to as “cultivational governance.” By examining the role of artificial intelligence (AI) resources possessed by e-commerce platforms, the authors explore how these resources contribute to mitigating seller opportunism. The central hypothesis of this study posits that two distinct types of AI resources, namely, AI technology resources and AI human resources, serve as crucial factors in curbing seller opportunism. Furthermore, the authors propose that platform digital empowerment and value cocreation act as mediating variables linking AI resources to opportunism.

Design/methodology/approach

Based on the resource-based view and resource orchestration theory, the authors developed a framework and tested it using survey data from sellers. This framework encompasses five key variables: e-commerce platform’s AI technology resources, AI human resources, platform digital empowerment, value cocreation and seller opportunism. Regression analysis was used for data analysis.

Findings

The empirical results validate the effectiveness of cultivational governance mechanisms, as both AI resources effectively suppress seller opportunism through digital empowerment and value cocreation. Specifically, e-commerce platforms’ AI technology resources significantly promote value cocreation and platform digital empowerment, while AI human resources primarily contribute to platform digital empowerment. Although platform digital empowerment encourages value cocreation, its direct impact on reducing seller opportunism was not supported. Notably, value cocreation negatively affects seller opportunism.

Originality/value

The present research mainly contributes to the marketing channel governance literature by introducing a new approach to inhibit opportunism, namely, the cultivational governance mechanism.

Details

Nankai Business Review International, vol. 14 no. 4
Type: Research Article
ISSN: 2040-8749

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Article
Publication date: 6 July 2023

Guangkuan Deng, Jianyu Zhang and Ying Xu

Considering the emergence of e-commerce platforms and their integration into marketing channels, this paper aims to investigate how artificial intelligence (AI) resources – both…

1211

Abstract

Purpose

Considering the emergence of e-commerce platforms and their integration into marketing channels, this paper aims to investigate how artificial intelligence (AI) resources – both technological and human – possessed by e-commerce platforms can enhance their channel power by acquiring market-based assets (relational and intellectual).

Design/methodology/approach

Based on resource-based theory and resource orchestration theory, the authors developed a framework tested using survey data gathered from the sellers, which incorporated six key variables: the e-commerce platform’s AI technology resources and human resources, rational and intellectual market-based assets, intraplatform competition and channel power. The analyses are performed using the regression analysis technique.

Findings

The empirical findings indicate that both technological and human AI resources are crucial in building channel power. In addition, market-based assets serve as a mediator in this relationship, while intraplatform competition moderates the effect of intellectual market-based assets on channel power negatively.

Originality/value

This study contributes to the existing literature by exploring how e-commerce platforms’ AI resources affect their channel power. The results offer valuable guidance to managers and researchers on optimizing AI resources to improve channel power.

Details

Journal of Business & Industrial Marketing, vol. 39 no. 2
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 4 January 2021

Rui Chi, Jianyu Zhang and Guangkuan Deng

Considering strategic information sharing (SIS), this paper aims to develop a better understanding of how relation-specific investments (RSIs) influence cooperative innovation…

388

Abstract

Purpose

Considering strategic information sharing (SIS), this paper aims to develop a better understanding of how relation-specific investments (RSIs) influence cooperative innovation performance (CIP) in downstream channel relationships. Also examined was the moderating effect of relational trust in that the indigenous practice of guanxi is especially critical in China.

Design/methodology/approach

Data were collected through a questionnaire in Chinese high-tech industries, with a valid response from 310 companies. A hierarchical regression analysis was used to test the conceptual model and hypotheses, combining mediation and moderation analysis.

Findings

Results show that the influences of specific investments vary according to the specificity dimensions examined. Specifically, human RSI influences CIP and SIS most significantly, and the impact of procedural RSI is, relatively, the weakest. Relational trust’s moderating role is confirmed, and SIS plays a partially mediating role in enhancing vertical cooperative innovation.

Practical implications

Managers should know clearly different roles of RSIs in inter-firm cooperative innovation and prioritize human RSI and brand RSI when investing into channels. More importantly, the findings reveal that strategy-level information sharing should be valued more. It is also recommended that relational ties are vital, especially in Chinese business context.

Originality/value

To the best of the authors’ knowledge, this paper is among the first few to investigate how the effects of disaggregated RSIs in inter-firm cooperative innovation vary and the importance of SIS in vertical relationships. The results provide insightful guidance for researchers and managers in how to better manage RSIs to improve CIP.

Details

Journal of Business & Industrial Marketing, vol. 36 no. 8
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 1 December 2020

Guangkuan Deng, Jianyu Zhang and Zhiwen Fan

In this paper, extending the research on the positive effects of marketing channel conflicts, this paper aims to examine how functional and dysfunctional conflicts influence…

495

Abstract

Purpose

In this paper, extending the research on the positive effects of marketing channel conflicts, this paper aims to examine how functional and dysfunctional conflicts influence channel innovation capability by triggering channel cohesion and investigate the moderating role of a distributor’s network structure.

Design/methodology/approach

Based on social network theory and Coser’s conflict theory, this paper develops a framework, tested using Chinese manufacturers’ data, which incorporated six key variables, namely, functional conflict, dysfunctional conflict, channel cohesion, channel innovation capability, network density and network centrality.

Findings

The empirical results revealed that functional conflict can arouse channel cohesion and that distributor network density and centrality positively moderates this relationship; dysfunctional conflict negatively affects channel cohesion, but distributor network density negatively moderates this relationship; channel cohesion had a mediating effect on the relationship between channel conflict and channel innovation capability.

Originality/value

This paper contributes to the research on channel conflict by incorporating the entire channel system’s innovation capability as a positive consequence of channel conflict and expands the channel conflict literature that adopts a network structure perspective.

Details

Nankai Business Review International, vol. 12 no. 2
Type: Research Article
ISSN: 2040-8749

Keywords

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Article
Publication date: 17 August 2020

Guangkuan Deng, Jianyu Zhang, Naiyi Ye and Rui Chi

Drawing from the ancient Chinese philosopher Xunzi's insights on humanity, this study aims to address human nature's critical role in influencing and shaping consumers' shopping…

1594

Abstract

Purpose

Drawing from the ancient Chinese philosopher Xunzi's insights on humanity, this study aims to address human nature's critical role in influencing and shaping consumers' shopping channel choices in the emerging artificial intelligence (AI) era and the implications for non-East Asian countries.

Design/methodology/approach

Based on the theory of planned behaviour and accessibility–diagnosticity theory, our approach created a holistic model conceptualising human nature, shopping orientations, channel choice intentions, subjective norms and perceived AI usefulness. A questionnaire survey method served to test the framework.

Findings

The results validated human nature's role in shaping and influencing consumers' channel choices through shopping orientation. Subjective norms weaken the positive relationship between human nature and shopping orientation, while the positive relationship between shopping orientation and online purchase intention is stronger when consumers perceived AI as highly useful.

Originality/value

This paper contributes to humanity hypotheses literature in management by introducing Xunzi's theory that views human nature as evil. Additionally, it enriches channel choice literature by introducing perceived AI usefulness.

Details

International Marketing Review, vol. 38 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Available. Content available
Article
Publication date: 15 February 2022

Ying Xu, Jianyu Zhang, Rui Chi and Guangkuan Deng

Chatbots are increasingly used in online retail settings and are becoming a powerful tool for brands to engage customers. However, consumers’ satisfaction with these chatbots is…

3313

Abstract

Purpose

Chatbots are increasingly used in online retail settings and are becoming a powerful tool for brands to engage customers. However, consumers’ satisfaction with these chatbots is mixed. Thus, this paper aims to investigate how using a social- versus task-oriented anthropomorphic communication style can improve customer satisfaction.

Design/methodology/approach

The authors explore the link between the anthropomorphic communication style use and customer perceptions/customer satisfaction in online customer service interactions. Two experiment scenarios were developed to test these links.

Findings

Overall, using a social-oriented communication style boosts customer satisfaction. Warmth perception of the chatbot mediates this effect, while chatbot’s anthropomorphised role (servant versus partner) moderates this effect.

Originality/value

This paper enriches the bilateral communication literature by extending the investigation on communication style effects to chatbot service interactions and revealing the psychological process driving the impacts. It also adds to the existing literature on chatbots as a customer service and contributes to the prominent topic examining how consumers react to artificial intelligence that is used to establish and maintain a relationship with them. Additionally, the authors also make contribution to the warmth and competence literature by demonstrating that customers can interpret social cues in chatbot service interactions mainly based on the warmth dimension. Thus, the authors further add to the growing chatbot humanness perception literature and respond to the calls for investigating more anthropomorphic design cues to enhance chatbot humanness. Finally, the authors also provide a way to help reconcile seemingly conflicting prior findings.

Details

Nankai Business Review International, vol. 14 no. 2
Type: Research Article
ISSN: 2040-8749

Keywords

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Article
Publication date: 20 August 2024

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

65

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The study examines how platform businesses exercise power in marketing channels, by exploring the role of intra-platform competition, AI and value co-creation capabilities.

Originality/value

The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Details

Strategic Direction, vol. 40 no. 7
Type: Research Article
ISSN: 0258-0543

Keywords

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Article
Publication date: 23 October 2023

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

141

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The study shows that AI resources help e-commerce platforms reduce seller opportunism by enhancing digital empowerment and value cocreation.

Originality/value

The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Details

Strategic Direction, vol. 39 no. 11
Type: Research Article
ISSN: 0258-0543

Keywords

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