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In an online brand community (OBC), consumers as a group occupy a dominant position, and their horizontal interactions are pivotal for the consumer–brand relationship. However, little is known about the effect of group characteristics on brands. To partially fill this gap, this study examines how group characteristics influence brand loyalty from the perspective of social identity theory. Specifically, by collecting data from an online survey, this paper investigates the effects of group similarity, group receptivity and group involvement on brand loyalty, the mediating role of community identification and the moderating effect of tenure in a community.

Data from 482 brand community members were analyzed using structural equation modeling.

The results show that group similarity, group receptivity and group involvement increase brand loyalty; furthermore, the effect is mediated by community identification. Moreover, group receptivity is more effective in fostering community identification of short-tenure members, whereas group similarity plays a more important role for long-tenure members.

This paper enriches the brand community literature from a group perspective and provides implications for how brand communities develop customer loyalty strategies.

There is always a matching effect in advertising persuasion – the information that matches product characteristics or target consumer characteristics is considered to be relatively more persuasive. Based on the accessibility-diagnosability theory, this paper discusses the influence of the matching degree between the information presentation (vague description and precise description) and product attribute (vertical attribute and horizontal attribute) on people's attitudes toward advertising.

Study 1 aims to explore the impact of the matching effect of different information presentation methods (precise presentation vs vague presentation) and product attribute (horizontal attribute vs vertical attribute) on consumers' attitudes toward advertising; secondary data was used to support this research. Study 2 mainly used the situational simulated experiment to examine the results of study 1, and further explored the mediating mechanism of its matching effect.

The authors found that the matching degree between the information presentation method and product attribute will positively affect the fluency of advertising information processing, that is, the use of vague description of product vertical attribute can positively affect consumers' extraction fluency; while the use of precise description of product horizontal attribute can positively affect consumers' processing fluency, and both extraction fluency and processing fluency will positively affect consumers' attitude toward the advertisement.

An essential enlightenment of the research is that it sheds light on the interaction between product attribute (vertical attribute vs horizontal attribute) with the information presentation method (vague description vs precise description) from the perspective of accessibility-diagnosability theory, which explains consumers' information processing mechanisms in dealing with different advertising information.

Chinese face refers to reputation, others’ respect or compliance which is gained through self-representation and role-playing. The purpose of this paper is to identify and distinguish the four dimensions of face construct: personal identity-face, family identity-face, friend identity-face and occupational identity-face. Based on this, the authors discuss and investigate the influence of four different face dimensions on a consumer’s need for uniqueness (CNFU).

This research uses a questionnaire survey method and convenience samples. Subjects are students from a university in Wuhan operated directly under the Ministry of Education. A total of 730 questionnaires were distributed mainly in libraries and study rooms. After eliminating invalid questionnaires, 690 questionnaires were obtained. In sum, 44.1 percent research subjects are males, and 59 percent of them are undergraduate samples; 92.5 percent subjects’ monthly disposable consumption was less than 2,000 yuan.

The result shows that the influence paths and directions are different. Specifically, personal identity-face and family identity-face restrain CNFU through promoting interdependent self-construal, and friend identity-face and occupational identity-face facilitate CNFU through enhancing the consumer’s susceptibility to normative influence.

These findings are useful for clarify contemporary Chinese individuality-seeking consumption and conformity consumption behavior, and will shed light on form strategic practices, such as brand positioning and product communication.

This paper aims to examine the effects of providing more information (e.g. product and price) and enhancing the interactivity of a website on consumers' willingness to pay price premiums.

An experiment tests the proposed framework and corresponding hypotheses. The test features eight versions of an experimental website, with varying combinations of online information (e.g. price information, product information, and interactivity).

Providing more information, whether about the product or price, leads to increased trust among consumers, which has the capacity to reduce consumer price consciousness and thereby enhance price premiums. E-tailers can earn price premiums by enhancing the interactivity on their websites.

Previous studies are ambivalent about the impacts of providing information online. This study examines two paths by which information provision influences price premiums: trusting beliefs and price consciousness. The results demonstrate that providing rich information, together with enhanced interactivity, increases the perceived trustworthiness of the e-tailer, which reduces consumers' price consciousness and increases the price premiums.

This paper seeks to explore factors that can help generate a bigger ripple for diffusive Word‐of‐Mouth (WOM) in an online environment. Specifically, the paper aims to demonstrate how the characteristics of WOM information influence the ripple effect.

The paper used a survey based on real posts in online discussion forums to collect the data. Structural Equation Modelling (SEM) was utilized for analysis.

WOM as diffusive communication could generate a ripple effect. All of the WOM characteristics, which were investigated (quality, authority, authenticity and interestingness), have a positive effect on resenders' acceptance toward WOM, which, in turn, have a significant positive impact on resenders' resending intention. Furthermore, the positive impacts of WOM characteristics on resenders' acceptance exist, regardless of whether the valence of WOM information is positive or negative.

This study provides insights into the role of WOM information in facilitating the WOM ripple effect. However, the specific characteristics of WOM information that influence consumers' perceptions of WOM are not explored in the present research.

The results of the study may help practitioners manipulate and use online WOM information in order to make marketing communications more efficient and influential.

Consumers use cues to assess whether a recovery is effective. Prior literature on service recovery has focused mainly on individual-related factors. This paper aims to study how other consumers in the same failure and recovery influence an individual consumer to evaluate the firm ' s recovery efforts.

Two experiments were conducted. Experiment 1 tested the interaction effects between recovery modes (public vs private) and recovery dimensions (economic vs social) on an individual consumer ' s evaluation of a recovery strategy for a group service failure. Experiment 2 investigated the complementary role of social recovery on economic compensation.

Experiment 1 identified a significant interaction effect. Results suggest that an individual in a group service failure responds more favorably to public economic recovery than to private recovery. However, an individual ' s reaction to social recovery follows the opposite pattern. Furthermore, in experiment 2 a complementary effect between economic recovery and social recovery was found.

One potential contribution is that the paper sheds light on the issue related to the influence from other affected consumers in the same service failure and recovery situation in affected consumers ' recovery evaluation. An individual will consider the recovery other individuals receive when he or she evaluates the recovery ' s strategy. The paper also provides insight into the complementary use of economic and social recoveries to enhance a consumer ' s evaluation of a firm ' s overall recovery at a reduced cost.

This paper explores the effectiveness of using blockchain technology to solve financial constraints faced by small- and medium-sized suppliers in a capital-constrained supply chain.

To characterize the impact of blockchain on credit period and enterprise credit level, the study formulates a newsvendor model to analyze a supply chain in which a financially constrained supplier sells products to a financially sound manufacturer, subject to uncertain demand. The study investigates three repayment methods: the benchmark case without blockchain and two blockchain-enabled cases with the hybrid repayment mode and single repayment mode (SRM), respectively. The study derives and compares the equilibria under each repayment method to characterize their impact.

When the bank interest rate is low and the carbon cap is also low, choosing to implement blockchain technology leads to higher profitability for the manufacturer than not utilizing it. Within the framework of blockchain technology, when comparing the two repayment models, the manufacturer exhibits a preference for SRM. Furthermore, under specific conditions of the bank interest rate, blockchain technology can effectively facilitate consensus among supply chain members in terms of channel selection.

The results derived in this paper provide novel managerial implications to the capital-constrained members in terms of pricing decisions and order quantity under demand uncertainty considering blockchain technology, which transfers the creditor's rights to the bank and shortens the collection time. In addition, blockchain technology enables efficient and intelligent collaborative development of supply chains, which can reduce carbon emissions during the transportation of goods.

Few studies incorporate blockchain technology into supply chain finance, and this paper considers the credit period and capital's time value for a capital-constrained supplier facing the adoption of blockchain technology within a stochastic demand environment.

E-commerce poverty alleviation (EPA) is an innovative poverty alleviation model in China. The institutional mechanisms of the e-commerce platform improve the effect of EPA and exert online shopping purchase power in rural China. From a socio-technical perspective, this paper used adoption readiness of farmers and perceived risk to construct an integrated model to discern the effect of enhanced e-commerce institutional mechanisms on farmers' online shopping intention in the context of EPA.

The survey included 832 valid samples from rural farmers in Shanxi province. This study analyses using structural equation modelling (SEM) and bootstrap methods used to empirically test the model.

Findings suggest that enhanced e-commerce institutional mechanisms have significant direct and indirect positive impacts on farmers' online shopping intention; adoption readiness and perceived risk play partial mediation roles in determining the relationship between farmers' online shopping intention and enhanced e-commerce institutional mechanisms; and the indirect mediation effect of adoption readiness is greater than that of perceived risk.

Although the proposed model was supported in the questionnaire survey, the investigation method was not completely excluded. Future research can combine the method of panel data and apply the framework to other e-commerce platforms, as well as to other cultural settings.

The study suggests that enhanced e-commerce institutional mechanisms that are based on the needs of farmers from poverty-stricken areas change the shopping habits of farmers. Moreover, enhanced e-commerce institutional mechanisms should allow farmers' perceived adoption readiness to play its promoting role and reduce the impeding role of perceived risk. The results of this study are conducive to the intensive implementation of the ‘Three Rural Issues’ strategy in China.

A new model to generate a two-factor mediation effect model by integrating the perceived effectiveness of enhanced e-commerce institutional mechanisms with farmers, farmers' adoption readiness, perceived risk and online shopping intention. The study explored the relationship between enhanced e-commerce institutional mechanisms and farmers' online shopping intention, bridging the gap in related empirical studies. Besides, this study first proposed farmers' adoption readiness and clarifies the mediating role of farmers' adoption readiness and perceived risk, which highlights the previously unnoticed role of farmers' adoption readiness.

The purpose of this paper is to examine the interaction effect of innovative product category and presentation order on consumer consumer’s purchasing intention and the mediating role of perceived novelty and risk perception.

The authors examined the hypotheses in three experiment studies. In Study 1, the authors primed innovative product category and presentation order on consumer consumer’s purchasing intention. In Study 2, the authors measured the mediating role of perceived novelty and risk perception. In Study 3, they validated the moderating effect of picture and text consistency on the improvement of purchase preference.

The results reveal that RNP/INP and presentation order (from whole to part/from part to whole) could enhance consumers’ purchase intention and verify the mediating role of perceived novelty and risk perception, based on which a complete internal mechanism model is constructed. The third experiment shows the moderating effect of picture and text consistency on the improvement of purchase preference by matching the category and presentation order of innovative products.

Prior literature on the thinking mode of holistic and partial processing has been mostly applied to the cognitive field of reading and text labeling. In this study, using the holistic (local) processing thinking model and anchoring theory, eye movement experiments and situational experiments, the audience’s analysis framework of information processing mechanism is constructed. The unique phenomenon of product category and overall (local) presentation order coexisting in innovative product advertisement is considered comprehensively.

The purpose of this paper is to examine the effect of explanation on customer satisfaction in the service failure stage. It seeks to better understand the dynamics of consumer repurchase intention through a mediating effect of customer satisfaction.

A structured questionnaire was e-mailed to collect the primary data. With three reminders, this study managed to obtain 322 responses from customers who complained about their internet service in Malaysia. Structural equation modelling techniques were applied to examine both direct and mediating effects between variables.

Results reveal that all four dimensions of explanation have significant partial mediating effect on repurchase intention through customer satisfaction. Results also disclose that there is no significant relationship between excuse and customer satisfaction in service failure. Among all dimensions, reference and apology have higher influence on repurchase intention through customer satisfaction.

The results are particularly valuable for managers, as it supports the role of using explanation as a practical tool for fostering positive and profitable outcomes like repeat customer purchases.

The findings of this study will help organisations rethink their explanation strategies with the eye to foster greater customer repurchase intention.

The results are particularly valuable for managers, as they support the role of using explanation as a practical tool for fostering positive and profitable outcomes like repeat customer purchases.