Search results

The proliferation of social commerce websites has allowed consumers to share and exchange information, experiences, advice and opinions. Recently, information provided by users has been considered more trustworthy than the information shared by companies. However, the way in which users interact with technology can vary with age, and generational cohorts show different shopping behaviors, interests and attitudes. Hence, the way users process information (user-generated vs company-generated) can affect trust differently. Drawing on the trust transfer theory and the generational cohort theory, the purpose of this paper is to analyze the effects on user- and company-generated information in boosting trust of three different cohorts (Generation X, Y and Z).

The data were collected through an online survey. The sample comprised 715 users of social commerce websites, aged between 16 and 55 years old. The study was analyzed using partial least squares with the statistical software Smart PLS 3.

The empirical results show that generational cohorts show different patterns. Generation X transfers trust to social commerce websites mainly from trust in information generated by companies, while Generation Z transfers trust mainly from information generated by users. Finally, Generation Y, in contrast to previous findings about millennials, develops trust based on company-generated information to an even greater extent than does Generation X.

The originality of this study lies in its analysis of generational differences when it comes to trusting one type of information over another. This study contributes to the idea that users cannot be considered as a whole but must be segmented into generational cohorts.

Social commerce websites entail a completely new scenario for sharing experiences and opinions due to its richness in terms of social interactions. Nowadays, users can interact with the company and with other users; hence, it seems important to study how social stimuli affect users. Drawing on the stimulus-organism-response framework and flow theory, the purpose of this paper is to propose that the social stimulus (named social passion (sPassion)) has a positive effect on the organism (state of flow), which leads to a users’ positive response (via social word of mouth (sWOM)).

The data were collected through an online survey in 2015. The sample consists of 771 users of social commerce websites, of which 51 percent are male and 49 percent female, aged between 16 and 80 years old. Structural equation modeling was used to analyze the data with the statistical software SPSS version 22 and EQS 6.

The empirical results confirm that passionate users are prone to experience a state of flow and, as a consequence, share positive sWOM.

This study contributes to the literature on customers’ online participation, and the findings are hoped to help companies in developing social commerce websites that boost users’ exchange of information.

Social commerce websites entail a completely new scenario for retaining e-customers due to the richness of their social interactions. Nowadays, users can interact with companies and with other users; hence, it is considered important to study how social stimuli affect users. Drawing on the Stimulus Organism Response framework and Flow Theory, this paper aims to propose that the social stimulus (sPassion) has a positive effect on the organism (state of flow) causing positive responses from users (flow consciousness, trust and eLoyalty).

The data were collected through an online survey. The sample consists of 771 users of social commerce websites, of which 51 per cent are male and 49 per cent female, aged between 16 and 80 years. The structural equation model statistical software EQS 6 was used to test the model.

The empirical results confirm that passionate users are prone to experience state of flow, and, as a consequence, they are conscious of this optimal experience, resulting in an increase in trust.

The originality of this research stems from analysing how users’ passion on social commerce creates an optimal experience that boost customers’ retention.

Las páginas web de social commerce ofrecen un escenario completamente diferente al estudiado hasta la fecha, favoreciendo la retención de clientes en Internet gracias a la riqueza de las interacciones sociales del medio. En la actualidad los usuarios pueden interactuar tanto con la compañía como con otros usuarios, de ahí que se considere importante estudiar cómo los estímulos sociales afectan a los usuarios. Enmarcado en el modelo SOR (del inglés stimulus, organism, response) y la Teoría del Flujo, este estudio propone que el estímulo social (la pasión en el social commerce) tiene un efecto positivo sobre el organismo (estado de flujo), causando respuestas positivas en los usuarios (consciencia de flujo, confianza y lealtad online).

Los datos fueron recogidos a través de una encuesta online. La muestra está compuesta por 771 respuestas de usuarios de páginas de social commerce, de los cuales el 51 per cent son hombres y el 49 per cent mujeres, con edades comprendidas entre los 16 y los 80 años. Para testar el modelo se utilizó el software estadístico EQS 6 para modelos de ecuaciones estructurales.

Los resultados empíricos confirman que los usuarios más apasionados son más propensos a experimentar el estado de flujo y, como consecuencia, son conscientes más de alcanzar ese estado de experiencia óptima, lo que tiene como resultado un incremento de su confianza en la página web de social commerce.

La originalidad de esta investigación radica en analizar cómo la pasión de los usuarios en entornos de social commerce crea una experiencia óptima que ayuda a retener clientes.

Drawing on the three flow-channel model and the stimulus–organism–response model, this research aims to understand how the influence of interactivity on purchase intention is mediated by the state of flow.

This research entails a neurophysiological experiment combined with a survey-based study. This study analyzes, first, participants' heart rate variability through the parasympathetic and sympathetic indexes during five different activities, and, second, the mediating effect of flow through a structural equation model.

This study contributes to research on the role of flow in interactive marketing. The findings reveal that flow state is associated with less stressful activities, such as navigating highly interactive websites and playing online games. This research confirms the mediating effect of flow between interactivity and purchase intention.

This paper contributes to interactive marketing and flow theory by combining traditional methods with a peripheral physiological technique that draws on neuroscience. In addition, it confirms the positive but indirect effect of interactivity on purchase intention in online contexts.

This study aims to understand the factors influencing the intention to use virtual voice assistants (VVAs) by proposing a theoretical framework based on a modified UTAUT2 model and the theory of privacy calculus.

An online questionnaire was administered to 232 participants to achieve the study objectives.

The results indicate that hedonic motivation is a stronger predictor of continued use intention compared to price value. Additionally, the moderating effects of perceived privacy risk are validated.

This research contributes to a comprehensive understanding of VVA adoption and presents new business opportunities for companies leveraging this technology. This study contributes to a more holistic understanding of the adoption of VVAs and provides new business opportunities that companies can exploit using this technology.

Este estudio tiene como objetivo comprender los factores que influyen en la intención de usar Asistentes Virtuales de Voz (AVV) mediante la propuesta de un marco teórico basado en una modificación del modelo UTAUT2 y la teoría del cálculo de privacidad.

se administró un cuestionario en línea a 232 participantes para lograr los objetivos del estudio.

los resultados indican que la motivación hedónica es un predictor más fuerte de la intención de uso continuo en comparación con el valor del precio. Además, se validan los efectos moderadores del riesgo percibido de privacidad.

esta investigación contribuye a una comprensión integral de la adopción de AVV y presenta nuevas oportunidades comerciales para las empresas que aprovechan esta tecnología.

This study aims to understand the relationship among the anthropomorphic features, perceived authenticity on customer engagement and electronic word of mouth using the integration of realism and trust theory in the context of virtual influencers (VI). This research also investigates the moderation of brand familiarity on both focal aspects of trust (cognitive and affective), anthropomorphic cues and perceived authenticity.

A mall-intercept survey approach was used to collect the responses using a structured survey from 377 respondents from India. The proposed model was tested using structural equation modelling.

The findings indicate that physical and cognitive anthropomorphic features and perceived authenticity influence cognitive trust. However, affective trust is only influenced by perceived authenticity. Apart from this, higher levels of trust in VI contribute towards higher customer engagement and lead to sharing electronic word of mouth. Finally, brand familiarity moderates the relationship between emotional cues and affective trust.

The popularity of VI is driving companies to redesign their marketing strategies. Due to the limitations of human influencers, companies are allocating budgets for VI-based marketing strategies. However, it is still unclear how consumers perceive VI as a brand endorser and what would be its implications. This study suggests that consumers are looking for anthropomorphic cues such as physical, cognitive and emotional cues of humanness in the VI, along with authentic content shared through them to instil their trust. Once the trust is built, consumers will be engaged and say positive things about VI.

This study fills the gap by examining how anthropomorphic features and perceived authenticity contributed to both dimensions of trust (cognitive and affective), further enhancing customer engagement and electronic word of mouth. This research also examined the moderation of brand familiarity on the relationship between trust and its antecedents.

The primary aim of this study is to thoroughly investigate strategic approaches that influence consumer attitudes, contributing to the attainment of success in mobile advertising campaigns.

The theory of planned behaviour (TPB) is utilised as a significant and fundamental theory, imparting valuable insights into the field of mobile advertising. Probability sampling, specifically the simple random sampling technique is employed by the study to gather data from a representative sample of mobile users in Kuala Lumpur, Malaysia. A conceptual model is constructed based on data collected through an online survey involving 350 respondents, which underwent rigorous empirical analysis using SPSS and AMOS software.

The results largely support the proposed hypotheses, affirming the relationships between the variables. However, the hypotheses regarding the impact of irritation on consumer attitudes and purchase behaviour are not supported.

This study suggests that Malaysian marketers and advertisers ought to judiciously employ specific design principles to proficiently captivate their target audience in mobile advertising endeavours. They should devote their efforts to the meticulous development and tailoring of mobile advertising strategies, with the explicit aim of enhancing the positive influence of consumer attitudes and improving the effectiveness of mobile advertising success.

Mobile communications have become essential instruments for mobile marketers, seeking to understand customer attitudes and behaviours to enhance advertising acceptance and alleviate negative consumer sentiments.

This study discusses the sources of value co-creation and its effects on businesses using social platforms such as Facebook, Instagram, Twitter and blogs.

A total of 301 survey responses were selected. The selected respondents indicated that they lived in South Korea, had an occupation as a private business or marketer and had used a social platform one or more times a day. The hypotheses were tested using a structural equation model.

The study reveals that the source of sustainable value co-creation between social platforms and businesses positively affects the competitive advantage of maintaining businesses. This advantage reveals an integrated relationship that leads to the successful financial performance of businesses through online word of mouth and customer satisfaction. Moreover, this study finds that the relationship between variables differs by social platform types (unidirectional vs bidirectional service).

The results of this study explain the relationship between value co-production, value-in-use, SCA and long-term performance. However, this study focused on private business and marketing staff working in companies in South Korea. Accordingly, more countries in which social platforms are widely utilized should be taken into account to help generalize the empirical findings.

There is a difference in the relationship between co-creation activity and cost advantage/long-term performance in accordance with the service type of a social platform. The results indicate that a bidirectional service is a more powerful tool for cost advantage and long-term performance.

This study focuses on the role of value co-creation in social platforms to ensure companies’ sustainable competitive advantage and performance. The results of this study will help companies develop online marketing strategies using social platforms.

As artificial intelligence technology empowers service robots, they increasingly communicate with consumers in a human-like manner. This study aims to investigate the effect of service robots’ different conversational styles (competent conversational style vs. cute conversational style) on consumer service acceptance and demonstrate the moderating role of consumers’ technology anxiety.

Based on anthropomorphism theory and social presence theory, the authors conducted two scenario-based experiments (restaurant scenario and hotel scenario) to investigate this issue.

The results indicate that service robots’ conversational styles impact consumers’ willingness to accept the use of service robots through perceived social presence and positive emotion. Moreover, consumers perceived social presence and positive emotion play a serial mechanism. In addition, the effect of competent conversational style on consumers perceived social presence is less effective than that of cute conversational style. Finally, the authors demonstrate the moderating role of consumer technology anxiety in the relationship between conversational styles and perceived social presence.

To provide consumers with a positive human–robot interaction experience at the service front line, managers need to make better use of the conversational styles of service robots by comprehensively considering the characteristics of consumer technology anxiety.

This research extends the literature on service robots by integrating consumer characteristics and robots’ conversational styles. These findings highlight the effectiveness of cute conversational style in alleviating consumer technology anxiety.