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Article
Publication date: 1 September 2022

Attila Endre Simay, Yuling Wei, Tamás Gyulavári, Jhanghiz Syahrivar, Piotr Gaczek and Ágnes Hofmeister-Tóth

The recent advancements in smartphone technology and social media platforms have increased the popularity of artificial intelligence (AI) color cosmetics. Meanwhile, China is a…

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Abstract

Purpose

The recent advancements in smartphone technology and social media platforms have increased the popularity of artificial intelligence (AI) color cosmetics. Meanwhile, China is a lucrative market for various foreign beauty products and technological innovations. This research aims to investigate the adoption of AI color cosmetics applications and their electronic word-of-mouth (e-WOM) intention among Chinese social media influencers. Several key concepts have been proposed in this research, namely body esteem, price sensitivity, social media addiction and actual purchase.

Design/methodology/approach

An online questionnaire design was used in this research. A combination of purposive sampling and snowball sampling of AI color cosmetics users who are also social media influencers in China yields 221 respondents. To analyze the data, this research employs Structural Equation Modelling (SEM) method via SPSS and AMOS software. A 2-step approach, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA), is implemented to prove the hypotheses and generate the results.

Findings

1) Social media addiction is a positive predictor of AI color cosmetics usage, (2) AI color cosmetics usage is a positive predictor of actual purchase, (3) actual purchase is a positive predictor of e-WOM intention and lastly, (4) there is a full mediation effect of actual purchase.

Originality/value

This research draws on the uses and gratification (U&G) theory to investigate how specific user characteristics affect Chinese social media influencers' adoption of AI color cosmetics, as well as how this may affect their decision to purchase branded color cosmetics and their e-WOM.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 7
Type: Research Article
ISSN: 1355-5855

Keywords

Available. Open Access. Open Access
Article
Publication date: 30 September 2022

Wojciech Trzebinski, Piotr Gaczek and Beata Marciniak

This paper aims to investigate the effect of product-related description abstractness/concreteness on perceived trustworthiness and the role of consumer product expertise and…

2525

Abstract

Purpose

This paper aims to investigate the effect of product-related description abstractness/concreteness on perceived trustworthiness and the role of consumer product expertise and shopping-stage mindset in the persuasiveness of abstract vs concrete product descriptions.

Design/methodology/approach

Two online experiments were conducted: Study 1 (description abstractness – manipulated between-subject; consumer product expertise, perceived trustworthiness, purchase intent – measured), Study 2 (consumer shopping-stage mindset – manipulated between-subject; description abstractness – manipulated within-subject; consumer product expertise, perceived trustworthiness, abstract/concrete description preference – measured).

Findings

The negative effect of the abstractness (abstract descriptions vs the ones supplemented with relevant product details) on description trustworthiness was evidenced in Study 1. Trustworthiness was positively related to purchase intent, especially for high product expertise. Study 2 replicated the effect of product description abstractness on its trustworthiness in terms of two other forms of abstractness (abstract descriptions vs the ones supplemented with irrelevant product details and product benefits vs attributes). The goal-oriented (vs comparative) mindset had a positive effect on the benefit (vs attribute) description preference, especially for high product expertise.

Practical implications

For marketers, the results suggest the positive consequences of presenting concrete information on product attributes and the conditions enhancing the effectiveness of presenting product benefits.

Originality/value

The paper integrates the existing views on consumer response to abstract vs concrete information (lexical abstractness/concreteness, means-end chain theory) and links them to consumer product expertise and shopping-stage mindset.

Details

Journal of Product & Brand Management, vol. 32 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 29 October 2018

Piotr Gaczek, Grzegorz Leszczynski and Marek Zielinski

The purpose of this paper is to identify the interplay between the characteristics of trustee and trustor in trust formation at the initial stage of a relationship in the B2B…

267

Abstract

Purpose

The purpose of this paper is to identify the interplay between the characteristics of trustee and trustor in trust formation at the initial stage of a relationship in the B2B context.

Design/methodology/approach

The study was experimental. A situation was simulated in which sales managers choose prospective customers on whom his or her company should concentrate after entering the new market. A total of 108 managers participated in the study.

Findings

The results indicate that during the pre-relationship stage salespeople declared trust toward a prospective customer despite having no previous interactions with the other party. Salespeople start the trust-development process by gathering clues about the trustworthiness of the potential partner organization. The cognitive information provided to salespeople impacts interpersonal trust to a greater extent than effective communication. This influence is moderated by trustor trust propensity. There is no difference in the type of information about a trustor when it comes to organizational reliance.

Originality/value

This paper provides a new insight into research on trust in interorganizational relationships as the authors adopted the perspective of the supplier who is most frequently perceived as a trustee, rather than a trustor. It directs attention to the pre-relationship stage, which precedes the interaction that may lead to a relationship developing but also links the object of trust (trustee) with the subject of trust (trustor) and integrates two separate approaches to the ascendance of trust with its multi-dimensional and multi-level nature. Moreover, an experimental design that is rare in research on business relationships was implemented.

Details

IMP Journal, vol. 12 no. 3
Type: Research Article
ISSN: 2059-1403

Keywords

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