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…
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.
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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…
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.
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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…
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.
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Hua Fang, Jianyu Zhang, Zhuan Hong, Weizhu Chen, Yiping Zhang and Meijuan Fang
Being interested in developing a natural preservative for the prolongation of shrimp shelf life, this study aims to evaluate the Sargassum horneri extracts for their antioxidant…
Abstract
Purpose
Being interested in developing a natural preservative for the prolongation of shrimp shelf life, this study aims to evaluate the Sargassum horneri extracts for their antioxidant effect, copper reducing power, copper chelating activity and polyphenol oxidase (PPO) inhibitory activity, as well as explored their potential preservative activity in white leg shrimp.
Design/methodology/approach
The antioxidant properties of Sargassum horneri 75% ethanol aqueous extracts were measured by 2,2-diphenyl-1-picryl hydrazyl (DPPH), 2,2-azino-bis(3-ethylbenzothiazoline-6-sulfonic acid) (ABTS), ferric reducing antioxidant power (FRAP) and PPO inhibitory activity. Sample III displayed the highest antioxidant activity, PPO inhibitory activity, copper reducing power and copper chelating activity, so it was selected for further studying its impact on shrimp's quality changes such as pH value, total volatile basic nitrogen (TVB-N), thiobarbituric acid reactive substances (TBARS), melanosis and sensory score during storage at 4°C.
Findings
Among all three samples, sample III containing 49.88% total phenolic contents was selected for the further study on the prevention of quality loss and melanosis of shrimp, because it yielded the highest antioxidant activity, PPO inhibitory activity, copper reducing power and copper chelating activity than the other two samples (samples II and IV). It was found that shrimp treated with 0.2% sample III had the lowest melanosis scores throughout the storage (p < 0.05). During ten days of storage at 4°C, shrimp treated with 0.2% sample III had a higher score in sensory properties (color, segments, texture and odor), compared with the control, 0.1% kojic acid and 0.1% sample III treated shrimp (p < 0.05). The results indicated that the treatment of shrimp with 0.2% sample III could extend the shelf life to eight days at 4°C.
Social implications
The extracts of Sargassum horneri displayed potent PPO inhibition, antimicrobial and antioxidant properties. Importantly, the 75% extracts of Sargassum horneri could extend the shelf life. Considering these results, the extracts of Sargassum horneri may be used as natural preservatives in the food industry after further evaluation of their other properties such as toxicity, as well as provide a choice target to source natural products intended for cosmetics.
Originality/value
The originality of this paper lies in the development and application of the extracts of edible algae. To extend the shelf life of seafood, the polyphenolic-rich extract of Sargassum horneri provided another possible selection.
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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…
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.
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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…
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.
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The profound impact of the COVID-19 pandemic on the film industry has underscored the growing significance of online movies. However, there is limited research available on the…
Abstract
Purpose
The profound impact of the COVID-19 pandemic on the film industry has underscored the growing significance of online movies. However, there is limited research available on the factors that influence the viewership of online films. Therefore, this study aims to use the signaling theory to investigate how signals of varying qualities affect online movie viewership, considering both signal transmission costs and prices.
Design/methodology/approach
This study uses a sample of 1,071 online movies released on the iQiyi from July 2020 to July 2022. It uses OLS regression and instrumental variable method to examine the impact of various quality indicators on the viewership of online movies, as well as the moderating effect of price.
Findings
After conducting a thorough analysis of this study, it can be deduced that the varying impacts on online movie viewership are attributed to disparities in signal transmission costs. Specifically, star influence and rating exhibit a positive effect on the viewership of online movies, whereas the number of raters has a detrimental impact. Furthermore, there exists an “inverted U-shaped” relationship between the number of reviews and online movie viewership. Additionally, within the consumer decision-making process, both price-cost and price-quality relationships coexist. This is evident as prices negatively affect online movie viewership but positively moderate the relationship between rating, number of reviews and online movie viewership.
Originality/value
The research findings of this study offer valuable insights for online film producers to effectively leverage quality signals and pricing, thereby capturing market attention and enhancing film profitability.
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Yunhui Yang, Libin Zhao, Dexuan Qi, Meijuan Shan and Jianyu Zhang
This paper aims to present a multiscale fuzzy optimization (FO) method to optimize both the density distribution and macrotopology of a uniform octet-truss lattice structure.
Abstract
Purpose
This paper aims to present a multiscale fuzzy optimization (FO) method to optimize both the density distribution and macrotopology of a uniform octet-truss lattice structure.
Design/methodology/approach
The design formulae for the strut radii are presented based on the effective mechanical properties obtained from the representative volume element. The proposed basic lattice material is applied in a normalization process to determine the material model with penalization. The solid isotropic material with penalization (SIMP) method is extended to solve the minimum compliance problem using the optimality criteria. The evolutionary deletion process is proposed to delete elements corresponding to thin-strut unit cells and to obtain the optimal macrotopology.
Findings
Both numerical cases indicate that the FO results significantly improved in structural performance compared with the results of the conventional SIMP. The deleting threshold controls the macrotopology of the graded-density lattice structures with negligible effects on the mechanical properties.
Originality/value
This paper presents one of the first multiscale optimization methods to optimize both the relative density and macrotopology of uniform octet-truss lattices. The material model and corresponding optimality criteria of octet-truss lattices are proposed and implemented in the optimization.
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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…
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.
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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…
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.