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Logistics companies need creative employees to enhance supply chain resiliency and differentiate service. The purpose of this paper is to adopt a job-resource perspective to investigate the antecedents of frontline employee creativity in the logistics industry and how the impact of such antecedents may differ between different types of logistics companies.

This study used a sample of 226 frontline employees of logistics companies. Structural equation modeling was used to test the model.

The results indicate that job complexity (the extent to which a job is multifaceted) increases customer orientation, customer orientation increases employee creativity, and job complexity increases logistics employee creativity. The mediating effect of customer orientation is stronger for logistics companies that provide a variety of logistics services than for carriers that provide standardized services.

This study is the first to investigate logistics employee creativity and its antecedents. By providing a job-resource perspective, this study provides a novel perspective on why job complexity increases creativity through customer orientation. The findings provide information for logistics companies in terms of job design and resource allocation.

The increasing number of people who search for and purchase gifts online underscores the need to better understand the process of searching for gifts online. This study explores online gift-searching with regard to the psychological characteristics of gift seekers and the benefits of searching. This study examines how gift-giving orientations (agape and reciprocity) influence the perceived benefits of searching (utilitarian and hedonic) in online gift-searching behaviour.

The conceptual framework was tested using a survey. The data were analysed using structural equation modelling.

The results show that agape positively influences both utilitarian and hedonic benefits, which in turn increase online gift-searching. Reciprocity does not affect utilitarian benefits but decreases hedonic benefits and thus causes a reduction in online gift-searching. The perceived benefit of searching fully mediates the relationship between gift-giving orientations and online gift-searching. Utilitarian benefits are the primary benefits that are sought by consumers who search for gifts online.

Previous research regarding online information searching has focused on searching for items for self-use. This study extends that research by focusing on gift giving. By analysing the mediating effects of both the utilitarian and hedonic benefits of searching, this study provides new insights into whether and how gift-giving orientations affect online gift-searching. Additionally this study offers guidelines for effectively managing online retail environments.