Xiao Huang, Mohammad Shahidul Kader and Seeun Kim
The authors aim to examine how the construal level, either as an individual temporal orientation or temporal distance of promotion, moderates the effects of emojis' emotional…
Abstract
Purpose
The authors aim to examine how the construal level, either as an individual temporal orientation or temporal distance of promotion, moderates the effects of emojis' emotional intensity on consumers' purchase intentions in social media advertising.
Design/methodology/approach
Two experiments are used to test four hypotheses.
Findings
The results of two experimental studies show that present-oriented participants reveal greater purchase intentions when low (vs high) emotionally intense emojis are embedded in a social media ad; but future-oriented consumers showed no difference when viewing ads with the two different emojis. In Study 2, participants indicate greater purchase intentions when a social media ad includes a distant-future promocode and high (vs low) emotionally intense emojis and an ad with a near-future promocode and low (vs high) emotionally intense emojis.
Originality/value
The current study advances our understanding how emojis with different emotional intensities can be effectively used in social media ads. This study also provides theoretical implications to construal level theory (CLT) by examining how emojis interact with construal level, either as a chronic tendency or simulated by psychological distance, can influence consumer response.
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Seeun Kim, Hyejune Park and Mohammad Shahidul Kader
This paper aims to propose a conceptual model to examine the effect of an augmented reality (AR)–based product display (vs a picture-based product display) on interactivity…
Abstract
Purpose
This paper aims to propose a conceptual model to examine the effect of an augmented reality (AR)–based product display (vs a picture-based product display) on interactivity, vividness, website quality and consumer responses. In addition, the moderating role of the need for touch (NFT) in the effect of AR on media features is identified.
Design/methodology/approach
Hypotheses are tested using a one-factor between-subjects design for both a student sample (Study 1, N = 120) and a nonstudent sample (Study 2, N = 272). Data are analyzed using a series of analyses of variance, multivariate analyses of covariance and structural equation modeling.
Findings
Study 1 shows that an AR-based product display generates greater website quality, interactivity and vividness than a picture-based product display. Moreover, an AR-based product display improves interactivity and vividness only for high-NFT consumers; however, no significant difference emerged for low-NFT consumers. Study 2 replicates and extends our findings by identifying the specific processes that consumers go through when evaluating a website.
Originality/value
The current research advances the understanding of how product presentation technologies can attract customers with different haptic orientations and provides practical implications for online retailers interested in improving their customers' e-commerce experience.
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Mohammad Shahidul Kader, Md Rashaduzzaman, Xiao Huang and Seeun Kim
E-commerce continues to experience unprecedented growth, but a lack of understanding of socio-behavioral aspects of green last-mile delivery solutions is conflicting with…
Abstract
Purpose
E-commerce continues to experience unprecedented growth, but a lack of understanding of socio-behavioral aspects of green last-mile delivery solutions is conflicting with e-commerce and shipping companies' climate-related pledges to e-shoppers. This study seeks to correct for research deficiencies in the e-commerce context by determining how e-shoppers' adoption of green last-mile delivery might be influenced by socio-behavioral factors, personality traits; and e-shopping motivations.
Design/methodology/approach
To test the hypotheses, this study collected data from 319 US adults enrolled in an online panel survey and conducted hierarchical regression analyses after controlling for demographic variables.
Findings
Results showed that socio-behavioral variables (attitude, subjective norms and perceived behavior control) contributed 60.3% of the unique variance in explaining purchase intention via green delivery (PIGD). Notably, e-shopping motivations derived from utilitarian features (convenience and energy efficiency) and experiential features (e-shopping adventure) emerged as significant predictors of PIGD. Although personality traits (conscientiousness and openness) significantly predicted PIGD in the regression model, the individual effect of openness was not significant. Further, demographic subgroups, including gender, education and income level revealed significant outcomes, while age and ethnicity exhibited no significant group differences with the above-mentioned variables.
Practical implications
The study findings would provide online retailers and marketers with in-depth insight on how green marketing initiatives can increase responsible consumers' intention to purchase via green delivery.
Originality/value
This is a one-of-a-kind effort that integrates and tests e-shoppers' socio-behavioral factors, e-shopping motivations and personality traits into a single model.