Augmented reality smart glasses (ARSGs) promise to enhance consumer experiences and decision-making when deployed as in-store retail technologies. However, research to date has not studied in-store ...use cases; instead, it has focused primarily on consumers' potential adoption of these devices for everyday use. Nor have prior studies compared ARSG uses with the now-common use of AR on touchscreen devices. The current research addresses these knowledge gaps by examining whether ARSGs outperform AR on touchscreen devices in the context of in-store retail experiences. Testing with an actual retail application (n = 308) shows that ARSGs are superior to AR on touchscreen devices for evoking consumers’ perceptions of immersion and mental intangibility. Furthermore, this superiority leads consumers to evaluate their shopping experiences more positively in terms of their decision comfort, satisfaction, and ease of evaluation, with significantly positive effects on their purchase intentions. These results highlight the relevance of implementing ARSGs in-store and provide retailers with recommendations for effective ARSG strategies.
•Augmented reality smart glasses (ARSGs) can create extraordinary in-store retail experiences.•ARSGs afford great technological embodiment than AR on touchscreen devices.•ARSGs outperform AR on touchscreen devices in terms of generating consumer purchase intentions for retail products.•These effects are explained by reduced mental intangibility and enhanced immersion, and an improved shopping experience.
PurposeMeal ordering apps (MOAs) have transformed the customers' dining habits, particularly during mobility restrictions of the COVID-19 pandemic. Under the theoretical cover of the extended ...stimulus–organism–response (SOR) model, this paper attempts to explore the critical antecedents and outcomes of customer MOA engagement which predict the continuous purchase intentions using these apps. A multigroup analysis is conducted to investigate the difference between the hypothesized relationships between the Chinese and Indonesian consumers.Design/methodology/approachA mixed-method approach, including a systematic literature review, an open-ended essay (qualitative) with 139 MOA users and an online survey (quantitative) with 1,207 MOA users in total, was used for hypotheses testing.FindingsThe structural equation model results revealed that customer MOA experience factors such as mobile online reviews (MR), food quality (FQ), restaurant reputation (RR), service quality and system quality (SyQ) are the absolute positive factors that influence customer MOA cognitive, affective and behavioral engagement, which in turn affect continuous purchase intentions. The multigroup analysis results reveal that Chinese customers prioritized MR and FQ for customer MOA engagement (cognitive, affective and behavioral). Comparatively, Indonesian customers placed most importance on RR and SyQ.Originality/valueConsidering a market-specific setting and based on the extended SOR framework, this study is one of the first to take a comprehensive look at the critical antecedents and outcome of multidimensional customer MOA engagement in the developing countries’ (China and Indonesia) online to offline meal delivery context. Further, this study investigates the customer continuous purchase intentions as an outcome of MOA engagement during the COVID-19 pandemic. The findings also reveal the differences in consumer behavior across the two developing but culturally diverse countries samples during the pandemic.
PurposeCustomer engagement, as one form of interactive marketing, enhances organisational performance, in terms of sales growth, superior competitive advantage and increased profitability, ...particularly within the sports context. This research aims to explore fans' engagement behaviours with their sports teams and identify its drivers and outcomes.Design/methodology/approachThe researchers deployed mixed methods in this study via three phases: (1) A judgmental sampling technique, along with snowballing, were used to conduct in-depth interviews with twenty-two football fans, for the exploratory phase; (2) A convenience sample was also used for the quantitative phase, which was divided into two stages, (1) the pretesting stage (30 fans), and (2) the main data collection stage (407 fans) and (3) A judgmental sampling technique was applied for the qualitative validation phase (10 interviews with experts and practitioners).FindingsQualitative and quantitative results supported team jealousy, team competitiveness and team morality as new predictors for fan engagement behaviours. Further, while the fan role readiness had the most positive effect on management cooperation, team identification had the most predicting power for prosocial behaviour. Finally, team morality had the most significant positive impact on performance tolerance.Originality/valueDespite the considerable practical attention, and the recent extensive research, paid towards conceptualising customer engagement behaviours in the last decade, there is still a need for further exploration on the fan engagement concept to better understand fans' unique behavioural responses; accordingly, the current research was conducted.
The present study attempts to examine how the various emotions expressed in customer engagement content available on online product review videos reflect purchase intentions. The study identified 97 ...popular review videos of different technical products on YouTube, with a total of 93,181 comments posted between January 2018 and June 2021. After filtering, the final set of data consisted of 18,452 comments. The paper employed both Poisson and negative binomial regression to test the hypotheses and strengthen the findings. The study explores new insights for predicting purchase intentions of potential customers with the help of a four-factor model based on customer engagement content available on online product review videos. Thus, this research supports the applicability of MRT, CET and SOR theories in the existing literature on retailing and e-tailing by developing a four-factor model. A wide range of consumer responses, both quantitative and qualitative, have been taken into account to predict purchase intentions using sentiment analysis, which makes this study unique and robust. Additionally, the paper entails several significant managerial implications for retailing and e-tailing firms to reformulate their marketing strategies.
The practice of forming brand alliances is common among companies in business-to-business (B2B) settings that seek to launch social innovations. Research evidence on the efficacy of such practice is, ...however, scarce. Based on the perspective of organizational buyers, we examine how social innovations should be launched by companies in B2B settings, whether through alliances with nonprofits or for-profits, or via independent ventures, across two experimental studies. Underpinned by the stereotype content model, we find that alliance launch strategies with nonprofits or for-profits result in greater purchase intentions, along with perceptions of warmth and competence, when compared to independent ventures. Further, we demonstrate that communicating societal benefits accruing from a social innovation favors an alliance launch strategy over an independent venture. Alliance strategies show comparable advantage to independent ventures when both societal and company-focused benefits are communicated. Our research advances knowledge on organizational buyers' evaluations of alliances and social innovations, the psychological mechanism underlying organizational buyers' evaluations of social innovations launch strategies, and in communication management. Our findings provide insights for companies seeking to launch social innovations, and guidelines on partner selection.
•Social innovations gainfully launched in alliance with for-profits or nonprofits.•Warmth and competence of alliance partner determine B2B buyers' evaluations.•Communicating firm and society benefits of social innovation influences B2B buyers.
Display omitted
•Spatial, social, and self-presence drive purchase intention in augmented reality.•Augmented reality apps are classified according to the extent of body modification.•Spatial and ...social presence enhance purchase intention in the low-level body modification context.•Social and self-presence enhance purchase intention in the high-level body modification context.•Body modification levels moderate the effect of presence on purchase intention.
Virtual try-on applications use augmented reality to virtually display products on consumers’ faces or bodies. That is, they simulate a believable try-on experience by means of psychological presence, whereby the virtual experience feels real to the consumer. Grounded in social cognitive theory, this study is the first to investigate spatial presence, social presence, and self-presence to clarify the impact of virtual try-ons on consumers’ purchase intentions. We demonstrate that the three dimensions of presence have varying effects on purchase intentions. Furthermore, the different outcomes of the presence dimensions are attributed to the symbolic significance ascribed to body modification consumption. We confirm this effect for two contexts that represent low and high levels of body modification. The findings reveal the roles of (1) spatial presence in the low-level body modification context, (2) self-presence in the high-level body modification context, and (3) social presence across different body modification contexts.
This study analyzed how consumers' previous purchase experiences influence environmental consciousness and attitude towards green product purchase intentions. Based on the Theory of Planned Behavior, ...it is assumed that previous purchase experience has a direct and positive influence on attitude and environmental consciousness, which in their turn are also factors of positive influence on purchasing intentions. In order to test the hypotheses, a structural equation modeling technique was applied. The results identified that attitude was one of the antecedents of green products consumer's purchasing intention, but previous purchase experiences neither influenced attitudes nor environmental consciousness, contrary to the initial proposition of this study. Even though the results didn't confirm the model proposition, this study showed important outcomes that validated the attitude influence on purchase intention and the observation on the analysis discussion section that previous purchase experiences and environmental consciousness influence over green products individual purchase intention is dependent on buying situation and characteristic of the product. Understanding the antecedent influences on individual choices at consumption moments in which green products are available can highlight the gap between the pro-environmental consumers discourse and their real actions of purchasing mentioned on consumer behavior literature, contributing to a better comprehension of the phenomenon. The main contribution of this study is therefore to highlight the perspective of green products previous purchase experiences in order to analyze the influence over environmental consciousness and attitudes purchase intention, which wasn't mentioned in previous consumption behavior studies.
•Attitudes towards green products are positively related to green product purchase intention.•Previous green product purchase experience does not lead to future green purchase intentions.•Consumer environmental consciousness only has no effect on green products purchase intention.•Consumer environmental consciousness considers other factors than just previous experience.•Previous experiences are not positively related to consumer attitudes towards green products.
This study investigates the effects of endorsements on consumer acceptance of upcycled food (UF), a category often viewed as uncertain due to its origin from repurposed ingredients. Two experiments ...reveal that celebrity endorsements are generally effective in eliciting positive perceptions and purchase intentions, although the effectiveness varies depending on individuals’ familiarity with UF. For relatively less familiar UF, expert endorsements prove more effective in enhancing perceived confidence and purchase intention, while highly familiar UF, celebrity endorsements are more effective in boosting confidence and purchase intentions. Perceived confidence, significantly influenced by endorsements, emerged as a key mediator in purchase decisions, highlighting the varying impact of endorsement types on consumer confidence in the UF market. By unraveling the intricate dynamics among endorsement types, product familiarity, and consumer confidence, the study contributes to understanding efforts to promote sustainable food choices in a dynamically evolving market.
Homebuyers today are faced with a spectrum of choices when deciding to build a new home. However, encouraging more sustainable choices in housing and construction decisions has been challenging. In ...this paper, we apply the theory of planned behaviour (TPB) to investigate the factors predicting homebuyers’ intentions to purchase a dwelling with a sustainability certification. Three hundred and thirty Australian residents who had recently purchased property were recruited via an online panel provider. Attitudes, subjective norms, perceived behavioural control and green consumer identity each independently predicted higher intentions to purchase a sustainability-certified dwelling, and in combination accounted for 65% of the variance in intentions. Green consumer identity also significantly moderated the effect of subjective norms on intentions. In a separate analysis, the two strongest predictors of willingness to pay for a sustainability certification were familiarity with current sustainability certifications and subjective norms. Implications for theory and practice are discussed.
Display omitted
•This study applied the Theory of Planned Behaviour to intentions to purchase a dwelling with a sustainability certification.•Attitudes, subjective norms, perceived behavioural control were all significant predictors of intentions.•Green consumer identity moderated the relationship between subjective norms and intentions.•Familiarity with current certifications and subjective norms also predicted a higher willingness to pay.•Potential strategies for encouraging consumer interest in housing sustainability certifications are discussed.
This study investigated the tourists' novel intentions to save environment and what parameters impact their pro-environment decisions. Structural Equation Modeling was used to test the integrated ...study model to get correct and unbiased path coefficients with the help of 227 responses. The study results revealed that greater the environmental knowledge of environmental friendly products, the more positive attitude towards environmental friendly products was perceived and international tourists perceived it significantly high in comparison to domestic tourists Interestingly Control on Availability didn't impact purchase intentions of tourists in the current study, a finding different from literature across other contexts. Attitude didn't have significant mediating effect in the relationship between environmental knowledge and purchase intentions. On the other hand, purchase intentions positively influenced purchase behavior of tourists. Practical implications are discussed at large.
•Tested integrated model to get correct and unbiased paths with the help of sound methodology•Interestingly control on Availability didn't impact purchase intentions of tourists•Attitude was not found having significant mediating effect.•Study found Gender and TouristType as significant moderators.
PDF
