Xiaojun Fan, Nanxi Ning and Nianqi Deng
Previous studies have considered customers' psychological responses to intelligent retail technology adoption, but have not considered how technology integration systems could…
Abstract
Purpose
Previous studies have considered customers' psychological responses to intelligent retail technology adoption, but have not considered how technology integration systems could promote the relationship between retailers and consumers. Based on the Stimulus–Organism–Response framework, this paper proposes a customer engagement model in a fully intelligent retail environment. The concept of the quality of intelligent experience is constructed from the perspective of customer experience, and the effect of the mechanism of smart retail on the customer engagement relationship is discussed.
Design/methodology/approach
Using two surveys, this study analyzes 201 (in study 1) and 321 (in study 2) questionnaires by using structural equation model in partial least square software.
Findings
The analysis shows that the human–machine interaction, intelligent systems and the product content of the quality intelligent experience significantly impact customer engagement on smart retail.
Research limitations/implications
This research was designed for general retail products, without distinguishing between different product types. Thus, it did not consider the moderating effect of product types.
Practical implications
The findings enrich the intelligent retail technology field and provide operable guidance to help smart retailers improve customer relations.
Originality/value
This paper proposes a customer engagement model to describe how technology integration systems promote the relationship between retailers and consumers.
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Xuebing Dong, Yaping Chang and Xiaojun Fan
Marketers recognize that the internet is crucial in the lives of consumers; thus, they invest money on online advertisements. Using multiple online media primarily influences the…
Abstract
Purpose
Marketers recognize that the internet is crucial in the lives of consumers; thus, they invest money on online advertisements. Using multiple online media primarily influences the message acceptance of consumers. The synergistic effect of online multimedia relies on form, content, and sources of information, and time. The paper aims to discuss these issues.
Design/methodology/approach
A model that reflects the influence of the characteristics of online multimedia on message response through message acceptance is established based on theories of information persuasion, encoding variability, and multiple-source assumption. Based on a survey of 411 online media users, the study applies partial least-squares regression to test the research model.
Findings
The results show that variety of forms, complementary of contents, diversity of sources, and time interval influence message response via message strength. Complementary of contents and diversity of sources affect message response via perceived credibility. Synergy type moderates the relationship between variety of forms and perceived credibility and between diversity of sources and perceived credibility.
Research limitations/implications
The current study mainly tests the effect of these characteristics on message response and the moderating effect of synergy type. Future research can examine the effect of these characteristics on information seeking and consumption behavior and the moderating effect of the cognitive mode of consumers.
Practical implications
This study provides insight into the characteristics of synergy and contributes to the literature on integrated marketing communication. The results provide guidance for practitioners to effectively plan online multimedia practices.
Originality/value
This study explored the influence of the characteristics of online media synergy on message response through message acceptance. The study also discussed the moderating effect of the type of online multimedia synergy.
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Nianqi Deng, Xinyu Jiang and Xiaojun Fan
Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study…
Abstract
Purpose
Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media.
Design/methodology/approach
Data were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0.
Findings
The three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors.
Practical implications
The findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media.
Originality/value
This study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification.
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Xiaojun Fan, Pengbo Xu, Huiyao Li and Tiantian Sun
In the digital era, creativity is pivotal in marketing, particularly in advertising, where mobile short-video advertising (MSA) has surged in popularity. However, the mechanism of…
Abstract
Purpose
In the digital era, creativity is pivotal in marketing, particularly in advertising, where mobile short-video advertising (MSA) has surged in popularity. However, the mechanism of how advertising creativity influences consumer decision-making remains understudied. We scrutinize how MSAs’ creativity influences consumers' purchase and sharing intentions.
Design/methodology/approach
This study uses 40 selected creative MSAs to collect a total of 666 valid questionnaires.
Findings
The results show that the exertion of creativity in MSAs positively impacts consumer intentions through perceived surprises and mental simulation, with the optimal stimulus level moderating these effects.
Practical implications
Our findings provide practical recommendations for brands and advertisers, mainly in terms of the impact of advertising creativity on advertising content strategy, helping them to create effective advertising to capture market and traffic by focusing on the content (relevance) and format (novelty) of advertising.
Originality/value
This study conducted in-depth research using the cognitive-affective-behavior (CAB) paradigm, integrated with mental simulation theory and the optimum stimulation level theory. Innovatively, we developed a model of the consumer decision-making process based on creativity, which enhances the research on the mechanisms underlying the consumer decision-making process.
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Xuebing Dong, Yaping Chang, Shichang Liang and Xiaojun Fan
The purpose of this paper is to examine the synergistic effects of online multimedia by categorizing it into online broadcast media (OBM) and online interactive media (OIM).
Abstract
Purpose
The purpose of this paper is to examine the synergistic effects of online multimedia by categorizing it into online broadcast media (OBM) and online interactive media (OIM).
Design/methodology/approach
The authors used an online experiment method to manipulate the online message stimuli level (online media synergy and online single media repetition).
Findings
The results revealed that participants exposed to message stimuli of online media synergy reported greater source credibility, cognitive responses (brand credibility and positive thoughts about the brand), attitude toward the brand and purchase intention. In online multimedia, source credibility influences attitude toward the brand through brand credibility and positive thoughts about the brand; in online single media repetition, source credibility influences attitude toward the brand through only brand credibility.
Research limitations/implications
In addition, the relationship between online media synergy and marketing outcomes might be moderated by consumers’ goals and thought patterns, and future research could further explore the moderating effects of these variables.
Practical implications
This study contributes to media synergy research, assists marketing planners in their understanding of the importance of online media synergy and serves as a reference for marketing planners considering an integrated online marketing plan.
Originality/value
The current study investigated how the synergy of OBM and OIM influences message persuasiveness for consumers (cognitive responses, attitude toward the brand and purchase intention).
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Xiaojun Fan, Xinyu Jiang, Nianqi Deng, Xuebing Dong and Yangxi Lin
Using WeChat moments as an example, this article explores the impact of user role conflict on privacy concerns, social media fatigue and the three dimensions of discontinuous…
Abstract
Purpose
Using WeChat moments as an example, this article explores the impact of user role conflict on privacy concerns, social media fatigue and the three dimensions of discontinuous usage intention: control activities, short breaks and suspend usage intentions. Moreover, the moderating function of self-esteem in this process is examined.
Design/methodology/approach
The conceptual model includes role conflict, privacy concerns, social media fatigue, discontinuous usage intention and self-esteem. Three hundred and thirty-one questionnaires were collected using an online survey, and the data were analyzed with structural equation and hierarchical regression modeling.
Findings
The results show that (1) role conflict positively affects privacy concerns and social media fatigue; (2) privacy concerns also positively affect social media fatigue; (3) privacy concerns positively affect control activities intentions, although their impact on short breaks and suspend usage intentions is not significant, whereas social media fatigue significantly influences control activities, short breaks and suspend usage intentions; and (4) self-esteem negatively moderates the influence of role conflict on privacy concerns.
Research limitations/implications
A key limitation of this research is that it is designed for WeChat. Therefore, the question of whether other social media platforms face role conflict or discontinuous usage problems should be explored in the future.
Originality/value
The article is interesting in that it focuses on the discontinuous usage of social media and identifies factors that contribute to the discontinuous usage of social media. The findings make some theoretical contributions to, and have practical implications for, research into social media usage.
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The purpose of this paper is to examine the effect of manufacturers’ co-production strategy on market segmentation and channel performance under retail competition.
Abstract
Purpose
The purpose of this paper is to examine the effect of manufacturers’ co-production strategy on market segmentation and channel performance under retail competition.
Design/methodology/approach
It differs from previous empirical studies by primarily focusing on the increment in consumer value accompanying co-production. The authors establish a game-theoretical model to analyze the impact of co-production on market segmentation and the profitability of channel members in a competitive retail environment.
Findings
The results reveal that manufacturers introducing co-production expand market coverage and benefit all channel members, when the intensity of competition is sufficiently high, especially for retailers with low-quality levels, who are out of the market without co-production. Furthermore, with the increase in customer valuation through co-production, employing a co-production strategy is always a dominant strategy for manufacturers.
Research limitations/implications
First, although the authors assume a monopoly manufacturer and two duopoly retailers, adding competition between manufacturers should enrich the model. Multiple products with vertical or horizontal differentiation could also be introduced into the model. Second, the authors use the multiplicative utility function to model the value co-creation effect on consumers; however, different utility functions may yield significantly different results and implications. Third, the authors model a one-shot game in a single product selling period; future studies may employ multi-period games to obtain further insight into co-production strategy. Finally, the model assumes that all consumers are homogenous in the extent of value creation and hassle cost. Future research may find it interesting to consider heterogeneity in these characteristics.
Practical implications
The business world today already sees the power of leadership in a supply chain to have shifted from manufacturers to retail giants such as Walmart, Home Depot and Best Buy. The findings also propose a new route to counteract the emergence and rise of dominant retailers. On the other hand, with the application of new technology in the retail industry such as 3D avatar, AR/VR, Internet of Things, consumers are more likely to participate in various forms of co-production activities, how to execute the co-production strategy has become more and more important for managers.
Social implications
The conclusion of this study points out the way to achieve a win–win outcome under which both channel members including manufacturer and retailers and consumers can be better off, that is, the channel can reach Pareto improvement, so the social welfare is increased accordingly.
Originality/value
The authors propose an analytical framework to examine the effects of co-production and competition on market segmentation and profitability, and prove that co-production is a powerful marketing tool that can attract consumers and increase profitability, which manufacturers can incorporate into their products even in a competitive environment.
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Liu Yan, Fan Xiaojun, Jie Li and Xuebing Dong
Based on the cue utilization theory and congruity theory, the purpose of this paper is to investigate the mediating effects of perceived quality on the relationships between…
Abstract
Purpose
Based on the cue utilization theory and congruity theory, the purpose of this paper is to investigate the mediating effects of perceived quality on the relationships between category characteristics and purchase intention for private labels.
Design/methodology/approach
To examine the research hypotheses, the authors conducted a questionnaire survey on 703 adult consumers in China.
Findings
The results show that perceived quality fully mediates the relationships between category complexity, risk importance, category quality variation, product signatureness and purchase intention. In addition, consumers’ knowledge moderates the relationship between perceived quality and purchase intention. The implications and future research directions are discussed in this study.
Originality/value
The results show that the category complexity is positively related to consumers’ perceived quality. Although opposite to the conclusions in prior research, the findings are consistent with the unique phenomenon in China, that is, to label the name and location of the contract manufacturers. The authors investigate the moderating role of consumer knowledge, which will provide meaningful guidance for the Chinese retailing market.
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Rubel Amin, Bijay Prasad Kushwaha and Md Helal Miah
This paper examines the process optimization method of the online sales model of information product demand concerning the spillover effect. It illustrates the spillover effect…
Abstract
Purpose
This paper examines the process optimization method of the online sales model of information product demand concerning the spillover effect. It illustrates the spillover effect (SE) of online product demand compared with traditional market demand. Also, optimized the SE for the ethical and ordinary consumer.
Design/methodology/approach
This article primarily focused on two types of models for online marketing: one is wholesales, and another is the agency. Firstly, the wholesale and agency models without SE and the wholesale and agency models with SE are constructed, respectively, to realize the SE in different sales models. Secondly, online channel participants' optimal price, demand and profit under variant conditions are compared and analyzed. Finally, efficient supply chain theory is optimized for the decision-making of online marketing consumers using an equation-based comparative analysis method.
Findings
The study found that when SEs are not considered, stronger piracy regulation makes online channel participants more beneficial. When the positive SE is strong, it is detrimental to manufacturers. When SEs are not considered, online channel participants only reach Pareto in agency mode. Pareto optimality can be achieved in wholesale and agency modes when SEs are considered.
Originality/value
The research has practical implications for an effective supply chain model for online marketing. This is the first algorithm-based comparative study concerning theoretical spillover effect analysis in supply chain management.
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Emily Carol Blalock, Yangyang Fan and Xiaojun Lyu
The purpose of the paper is to explore Chinese women entrepreneurs’ perceptions of governance within the Shanghai fashion entrepreneurial ecosystem (SFEE) and identify whether…
Abstract
Purpose
The purpose of the paper is to explore Chinese women entrepreneurs’ perceptions of governance within the Shanghai fashion entrepreneurial ecosystem (SFEE) and identify whether policy is effective and inclusive of women entrepreneurs, potential barriers and if implementation is proceeding as planned.
Design/methodology/approach
We used an adaptive qualitative method incorporating a traditional case study utilizing a thematic analysis with a feminist approach to policy analysis. The case study is based on original data from ethnographic practices with a purposive sample of 15 fashion entrepreneurs and triangulated with six political elites within the SFEE.
Findings
The findings indicate that women fashion entrepreneurs perceive effective governance of the SFEE, legitimizing top-down policies and resources as the “right time” for them to be women and entrepreneurs in Shanghai. Entrepreneurs claim “I am human,” asserting gender equality in business but with circumstantial gender roles that can limit access to important resources.
Research limitations/implications
A single industry, the SFEE, limits the generalizability of the findings. Additionally, did the respondents feel comfortable with the truth? True to communist nations, citizens have few opportunities to voice opinions and public dissent is discouraged. However, we took steps to protect anonymity and excluded potentially sensitive questions dealing with geopolitical strife.
Practical implications
The study outlined six SFEE governance challenges and feminist policy responses that will strengthen the future of women’s entrepreneurship. The study can introduce classroom discussions on gender dynamics and entrepreneurship in the global context. This can help students understand the unique challenges women face, such as access to funding, networking opportunities and societal expectations, and how these factors influence the global supply chain.
Originality/value
The case study has several contributions, including a novel entrepreneurial ecosystem (EE) governance framework and the first study to endorse the voice of Chinese women entrepreneurs operating within the Shanghai fashion industry. Further, we contextualize entrepreneurship using anthropological methods. Lastly, the analysis and understanding of SFEE policies have the potential to improve women’s lives, their families and communities.