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Article
Publication date: 14 June 2022

Haksin Chan, Kevin J. Zeng and Morgan X. Yang

This article aims to advance a new theoretical perspective on the basis of prosumption theory, namely, that online review platforms can be conceptualized as prosumer communities…

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Abstract

Purpose

This article aims to advance a new theoretical perspective on the basis of prosumption theory, namely, that online review platforms can be conceptualized as prosumer communities (and online reviews as prosumer-generated content). This perspective meshes with message tuning research to suggest specific mechanisms through which peer-to-peer prosumption takes place in online review communities. Overall, this article enriches and deepens theoretical understanding of prosumption behavior in the product review context and offers practical advice for inducing high-value, prosumer-generated content in online communities.

Design/methodology/approach

Exploratory observations of current practices across a wide spectrum of review platforms were conducted. The observed platforms include independent review sites (e.g. Yelp) and review sites affiliated with e-tailers (e.g. Amazon), general review sites (e.g. Viewpoints) and product-specific review sites (e.g. Healthgrades), large-scale review sites (e.g. TripAdvisor) and review sites of a smaller scale (e.g. Judy’s Book) and review sites based in different geographic regions, including Australia (e.g. Productreview.com.au), China (e.g. Taobao), Europe (e.g. Reevoo), India (e.g. Zomato) and North America (e.g. Foursquare).

Findings

Theoretical analysis suggests that high-quality review content is the result of collaborative prosumption characterized by three distinct value-adding processes: history-based message tuning, audience-based message tuning and norm-based message tuning. In-depth observations reveal that today’s review platforms are leveraging these value-adding processes to varying degrees. The overwhelming diversity of the observed platform features points to the need for more research on platform design and management.

Research limitations/implications

This research identifies three distinct dimensions of review quality – novelty, relevancy and congruency – that can be systematically managed through platform design. The exploratory nature of this research necessitates follow-up work to further investigate how high-quality review content emerges in the historical, interpersonal and cultural contexts of online prosumer communities.

Practical implications

The prosumption-inducing mechanisms identified in this research have major consumer welfare and strategy implications. First, they may lead to novel, relevant and congruent consumer reviews. Second, they may enhance the value of brand communities (which rely heavily on collaborative prosumption).

Originality/value

This research addresses two intriguing questions pertinent to marketing theory and practice in the digital era. First, how do high-quality reviews emerge on product review platforms (which consist of ordinary consumers)? Second, what constitutes high-quality review content and how can platform managers facilitate the collaborative creation of high-quality review content by ordinary consumers?

Details

European Journal of Marketing, vol. 56 no. 10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 28 September 2020

Man Lai Cheung, Wilson K.S. Leung and Haksin Chan

Young consumers have increasingly adopted wearable health-care technology to improve their well-being. Drawing on generation cohort theory (GCT) and the technology acceptance…

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Abstract

Purpose

Young consumers have increasingly adopted wearable health-care technology to improve their well-being. Drawing on generation cohort theory (GCT) and the technology acceptance model (TAM), this study aims to illuminate the major factors that drive the adoption of health-care wearable technology products by Generation Z (Gen-Z) consumers in Hong Kong.

Design/methodology/approach

A self-administrated online survey was used to collect data from a sample of Gen-Z consumers in Hong Kong with experience in using health-care wearable technology. Data analysis was performed using partial least-squares-structural equation modeling to verify four hypotheses.

Findings

The results reveal that consumer innovativeness (CI) and electronic word-of-mouth referral (EWOM) are significant predictors of perceived credibility, perceived ease of use and perceived usefulness, which subsequently drive online engagement intention and adoption intention (AI).

Practical implications

This research provides practical guidance for marketers of health-care wearable technology products. In particular, CI and EWOM hold the key to young consumers’ product perceptions (and thereby their online engagement and AIs).

Originality/value

This research leverages the insights of GCT to enrich the TAM, specifically by including CI and EWOM as antecedents and online engagement as a consequence in the context of health-care wearable technology. The results of an empirical study enhance theoretical understanding of Gen-Z consumers’ perceptions and behavioral intentions toward health-care wearable technology. They also point to actionable recommendations for marketing this new technology to young consumers.

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Article
Publication date: 1 April 2020

Lawrence W.T. Lo, Haksin Chan, Felix Tang and Kwan-Yu Yeung

This research aims to generate new insights into consumer ethics by tapping into business executives' first-hand experience. The overarching goal of this novel, discovery-oriented…

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Abstract

Purpose

This research aims to generate new insights into consumer ethics by tapping into business executives' first-hand experience. The overarching goal of this novel, discovery-oriented approach is to illuminate the interactive relationships between business and consumer ethics, and to offer contextualized insights into consumers' (un)ethical behaviors.

Design/methodology/approach

Three focus group interviews were conducted with senior business executives representing nine different industry sectors. Thematic analysis was performed to identify key themes for an integrative model.

Findings

Four key themes emerged, highlighting: (1) the mutual influence between business and consumer ethics, (2) the nature and intensity of consumer ethics, (3) the dual influence of digital communication, and (4) the partial influence of consumer education. The themes gave rise to an integrative conceptual model.

Research limitations/implications

This research was limited somewhat by the small and judgmental sample.

Practical implications

Consumers' growing demands for business ethics underscore the need for companies to elevate ethical considerations. The amplified consumer voice on social media is dreaded by business practitioners and is regarded as unethical consumer behavior to be actively managed.

Social implications

Business and consumer ethics can mutually influence each other in a benign or vicious circle. Consumer education is effective in some but not all domains.

Originality/value

Business practitioners' insights reveal (1) the interactivity of business and consumer ethics and (2) the diversity of (un)ethical consumer behaviors. They point to the need for an enriched definition of consumer ethics and an expansion on the categorical structure of consumers' (un)ethical practices.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 3
Type: Research Article
ISSN: 1355-5855

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