Young adolescents' advertising literacy and purchase intention in social network games: Influence of perspective taking and need for cognition

Social network games (SNGs) are popular online venues for young adolescents. The aim of this study is to examine how individual traits, need for cognition (NFC) and perspective taking (PT), are related to young‐adolescents' conceptual (i.e. understanding selling and persuasive intentions) and attitudinal (i.e. critical attitude) advertising literacy in these SNGs. The current study also examines how a child's conceptual and attitudinal advertising literacy is related to purchase intentions after seeing advertising in an SNG. In total, 781 young adolescents (aged 10–14 years) took part in our study. First, participants were shown a 5‐min video clip of an SNG including advertising. After watching the video clip, the participants completed a questionnaire about, among others, NFC, PT, conceptual advertising literacy, attitudinal advertising literacy and purchase intentions. NFC was found predictive of children's understanding of the selling and persuasive intent of SNG advertising. This means that children who score higher on the NFC scale are also more likely to have a higher conceptual knowledge of SNG advertising. PT was found to negatively influence children's critical attitude towards SNG advertising. As expected, critical attitude towards advertising was negatively related to purchase intentions. Finally, purchase intention was only partially related to conceptual advertising literacy. Copyright © 2016 John Wiley & Sons, Ltd.     

Value-based adoption of augmented reality: A study on the influence on online purchase intention in retail

The increasing use of digital technology-based retail services provides new opportunities for digital marketing. In this paper, we investigate how augmented reality (AR) technology can be leveraged as part of the firm's strategy. We explore the online purchase intention through AR smart glasses (ARSG), considering consumers' value assessment through a cost–benefit analysis and the influence of technical, experiential and social AR value drivers. We develop an augmented value-based adoption model addressing four main objectives: (1) Evaluate the effect of the perceived value of ARSG, (2) Evaluate the effect of immersion (experiential dimension), (3) Evaluate the effect of AR devices and technical complexity (technical dimension) and (4) Evaluate the importance of subjective norms (social dimension) on the online purchase intention through AR technology. Based on an ESIC Tech Lab experiment with two types of ARSG from market leaders and AR retail apps, the study uses survey data from 253 participants. The results suggest that the technical dimension has an ambiguous effect, with tech-complexity enhancing directly the perceived value of ARSG for online purchase while reducing the net value of consumers' economic cost–benefit analysis. We find strong evidence that the experiential and social AR dimensions (in the form of immersion and subjective norm) have a significant positive influence on consumers' purchase intention online, which are better predictors than the pure economic cost–benefit assessment (through usefulness and difficulty). Furthermore, the technical innovativeness of consumers is found to increase directly the online purchase intention through ARSG.     

Effects of deceptive packaging and product involvement on purchase intention: an elaboration likelihood model perspective

From an Elaboration Likelihood Model perspective, it was hypothesized that postexposure awareness of deceptive packaging claims would have a greater negative effect on scores for purchase intention by consumers lowly involved rather than highly involved with a product (n = 40). Undergraduates who were classified as either highly or lowly (ns = 20 and 20) involved with M&Ms examined either a deceptive or non-deceptive package design for M&Ms candy and were subsequently informed of the deception employed in the packaging before finally rating their intention to purchase. As anticipated, highly deceived subjects who were low in involvement rated intention to purchase lower than their highly involved peers. Overall, the results attest to the robustness of the model and suggest that the model has implications beyond advertising effects and into packaging effects.     

The effect of repeat purchase information in electronic word-of-mouth (eWOM) on purchase intention

Consumers commonly rely on electronic word-of-mouth (eWOM) to inform their purchase decisions. The purpose of this study is to investigate when and why repeat purchase information in eWOM influenced customers' purchase behavior, using the social learning theory as a framework. Three experiments were conducted to test the hypotheses. The results showed that repeat purchase information in eWOM positively affected consumers' purchase intention through perceived diagnosticity of eWOM and perceived value. Additionally, the effect varied from product type. For utilitarian products, the repeat purchase information in eWOM had a significant impact on consumers' perceived diagnosticity and purchase intention, while for hedonic products, the impact was not significant. The current study deepens the understanding of social learning theory in eWOM content by providing a novel look at repeat purchase information in eWOM. These findings offer important implications for both research and practical applications of eWOM, particularly in term of effectively utilizing repeat purchase information of eWOM.     

The influence of an online auction's product price and e-retailer reputation on consumers' perception, attitude, and behavioral intention

Online auctions combine the conventional auction model with information technology. However, information asymmetry within such auctions causes risks and uncertainties that influence consumer purchase intentions. In this study, a 2 (product price: high vs. low) × 2 (e-retailer reputation: high vs. low) experimental design was used to understand whether the product price and e-retailer reputation will influence consumers' perceived risk, attitude toward the website and purchase intention. The results of this study indicate that perceived risk negatively influences consumer attitude toward the website and online purchase intention, while consumer attitude toward the website positively influences purchase intention. Moreover, involvement moderates the influence of product price and e-retailer reputation only on social risk but does not have a significant effect on consumer attitude toward the website. This study contributes to a more comprehensive understanding of online auction users' behavior. Finally, the managerial implications, limitations and future research directions are also provided.     

口碑追加形式对购买意向的影响:口碑方向的调节作用

网络购物越来越成为大众钟爱的购物方式,而网络口碑在网络购物中发挥着重要的作用,是消费者作出决策需要参考的重要因素。本研究以151名大学生为研究对象,通过实验操纵产品网络口碑,探讨不同追加形式(不追加、追加一致和追加不一致)和口碑方向(正向、负向)对购买意向的影响。结果表明:口碑方向调节追加形式对消费者购买意向的影响。正向口碑组中,不追加和追加一致组购买意向显著高于追加不一致组;负向口碑组中,不追加组,追加一致组和追加不一致组没有显著性差异。研究还发现了有中介的调节作用模型,满意度存在部分中介作用。本文最后对商家如何管理追加口碑进行了讨论。     

Unpacking the effects of information overload on the purchase intention of electric vehicles

China is currently under tremendous pressures to improve energy efficiency and reduce emissions. As an energy-saving transportation innovation, electric vehicles (EVs) can alleviate this dilemma. This study adopts the Stimuli-Organism-Response (SOR) framework to explore the effect of information overload on consumers' psychological state and subsequent adoption intentions of EVs. Based on the 367 valid samples from Auto 4S shops in EV pilot cities in Mainland China, this study reveals that information overload negatively impacts perceived value and perceived effectiveness but positively impacts perceived risk. Furthermore, information quality offsets the negative impact of information overload on perceived value and enhances the positive impact of information overload on perceived risk. Interestingly, information quality not significantly affect the relationship between information overload and perceived effectiveness. In addition, perceived value and perceived effectiveness are positively related to purchase intentions, while perceived risk is negatively correlated with consumers' purchase intentions. On the basis of these findings, we discuss the policy implications of EVs and provide suggestions for future development.     

So curious that I want to buy it: The positive effect of queue wait on consumers' purchase intentions

Queue wait is a prevalent daily experience, with most prior research documenting its negative consequences on consumer outcomes. Recent research has suggested otherwise, revealing potential positive effects of queue wait. However, studies on the positive queue effects are rather limited and have largely neglected the role of consumers' affective experience in driving potential favorable consumer outcomes. Expanding this stream of research, in this article, we build on the queue wait literature and the curiosity literature to propose that the presence of queue waits generates feelings of curiosity and more importantly such curious feelings influence consumers' decision-making in fashions that enhance their purchase intentions. The boundary condition for this effect was also examined. Five studies provided empirical evidence: the presence versus absence of queue wait enhances participants' purchase intentions that carry real consequences (Study 1); this effect is mediated by participants' feelings of curiosity after accounting for quality (Study 2) or after controlling for quality (Studies 1, 3–5), and is stronger among participants with hedonic versus utilitarian consumption motivation (Studies 4 and 5). By documenting the curiosity account for the positive effect of queue wait on consumers' purchase intentions, this research adds to extant research on positive queue effects and expands the curiosity literature into the queue wait context. The observed moderating effect of hedonic versus utilitarian consumption motivation echoes with the curiosity account. Practical implications for marketers were discussed.     

Impact of consumers' corporate social responsibility‐related activities in social media on brand attitude,electronic word‐of‐mouth intention,and purchase intention: A study of Chinese consumer behavior

This study examines how consumers' corporate social responsibility (CSR)‐related activities in social media affect their responses to brands. We defined consumers' CSR‐related activities in social media as the extent to which consumers use social media to engage in CSR communication by companies. An online survey was conducted to examine social media users in China, the largest consumer market in today's global economies. This study developed a theoretical model and empirically tested the relationships between consumers' CSR‐related activities in social media, identification with the brand, and three consumer behavior outcomes: electronic word‐of‐mouth (eWOM) intention, brand attitude, and purchase intention. The results suggested that consumers' CSR‐related activities in social media significantly impacted eWOM intention and purchase intention through enhancing identification with the brand and positive brand attitude. This study provides important insights on consumer behavior and CSR by investigating social media, an important and emerging marketing platform. Moreover, this study fills in the research gap about the association between consumers' CSR‐related activities in social media and their responses to brands. Theoretical and managerial implications for CSR strategies in social media are discussed.     

The value created by the removal of cut lines: Evaluating the impact of finishing of industrial designs on purchase intention

Color, material, and finish (CMF) are essential to the competitiveness of industrial products. However, in the existing research on CMF from the consumer behavior perspective, there is an insufficient focus on finish, compared with that on color and material. Research on finish is limited to technical methods, and there is a lack of discussion about its impact on consumer purchasing behavior. This study examines the effect of cars' exterior design finish on purchase intention in Japan. The research question is, “does changing the quality of the finish by removing cut lines have a positive effect on purchase intention?” Two sets of images were used: normal images of car exteriors and images of car exteriors improved by removing cut lines. An online survey was conducted to explore the impact of a car's finish on consumers' purchase intentions in the Japanese market. The randomized controlled trial results showed that finish had a significant positive effect on purchase intention. This study analyzes the interaction of finish with consumer characteristics. A multiple regression model with interactions revealed that, among consumers who emphasize design, a higher finish quality prompted a greater positive influence on purchase intention. In design research, styling tends to attract significant attention. However, practitioners should not neglect efforts to improve finishing when manufacturing products. Companies that consider it impossible to convey to consumers the quality of products with delicate finishing need to change their mindset. These suggestions apply not only to the automotive industry but also to other durable consumer goods industries.     

善因营销对消费者态度的影响及其理论解释

善因营销是一种传播企业社会责任, 提升品牌形象的策略。当企业与善因事件结合时, 消费者可以获得参与慈善的机会。归因理论、SOR理论、自我信号理论、平衡理论可用于解释善因营销对消费者态度的影响。未来研究应进一步探讨在善因营销中是否存在其他影响消费者态度的因素, 从消费者角度深入研究善因营销的影响效果, 尝试从新的理论视角去分析善因营销影响消费者态度的内在机制。     

外观新颖性对消费者购买意愿的影响：自我建构与产品类型的调节效应

外观创新在市场竞争中的地位越来越突出,然而因此而导致的成败案例都很普遍。如何进行外观创新更受消费者欢迎,其内在机制是什么,我们却知之甚少。基于独特性需求理论、风险感知理论及自我建构理论,本文探讨了自我建构与外观新颖性对消费者购买意愿的交互作用、影响机制以及边界条件。通过3个实验,发现对于独立型自我建构的消费者而言,高外观新颖性能引发独特性需求从而提高购买意愿,而对于相依型自我建构而言,低外观新颖性则通过降低社会风险感知从而提高购买意愿;同时,本文也确定了产品类型对该机制的调节作用,具体来讲,对于实用品,所有消费者都对低外观新颖性产品具有更强的购买意愿,而对于享乐品,所有消费者都对高外观新颖性产品具有更强的购买意愿。     

Experiential response and intention to purchase in the cocreative consumption of music: The Nine Inch Nails experiment

Customers allowed to cocreate products are more willing to purchase them eventually because of not only their utilitarian but also their hedonic and experiential value. Experiential responses seem especially relevant in the cocreative consumption of cultural and intangible goods, such as music. To examine how such intangible aspects of cocreation can influence a consumer's intention to purchase, we let two groups of participants rate their experience consuming music in either a traditional or cocreative way, in an experimental situation inspired by the work of American rock band Nine Inch Nails. Participants in the traditional group had to passively watch a series of music videos; participants in the cocreative group were tasked to produce a video montage using the same material. In the traditional group, purchase intention was predicted by music quality, mediated by willingness to reexperience; in the cocreative group, however, purchase intention was only predicted by the consumers' experiential response, with no mediation of either music quality or willingness to reexperience. Additionally, the overall experiential response to music was lower in the cocreative group than in the traditional group, leading to lower intention to purchase. These results suggest that cocreated value for intangible goods is predicted at least as much by the consumers' experiential response as by their evaluation of product quality. It also suggests that there is nothing systematically positive in having consumers participate in the coproduction of intangible goods and that research is needed to identify the factors predicting the perceived quality of a cocreative experience. Copyright © 2015 John Wiley & Sons, Ltd.     

The influence of populism on tolerance: a thematic content analysis of the Dutch Islam debate

Historically, religious tolerance has been an integral part of Dutch identity. Yet, this image has changed, particularly in the last 20 years due to the influence of populism that predominantly focused on the stigmatisation of Islam. This paper examines how this development has changed the meaning of tolerance in the public debate about Islam and what this change means for the social and political conditions for integration in the Netherlands. An analytical framework was used, breaking down the term ‘tolerance’ into five components: subject of tolerance, object of tolerance, hierarchy of values, power to interfere and limits to tolerance. The results show that while mainstream opinion leaders received more attention in public debate, populists managed to shape the tolerance discourse, changing the subjects and objects of tolerance, emphasising contradictions between different values, shaping the hierarchy of values and proposing intolerance for Islamic intolerance as limit of tolerance.     

The influence of social identity on value perceptions and intention

Despite much research on consumers' brand identification, researchers remain divided regarding the conceptualization of the dimensions underlying social identity and how these dimensions impact marketing outcome variables. Further, previous studies have failed to examine the underlying psychological process driving this effect. The current research is the first to assess the importance of affective social identity as the mediator through which cognitive social identity impacts consumers' purchase intentions by ways of emotional and social value. Results show that affective social identity mediates the relationship between cognitive social identity and emotional value, where affect is the main driver in the formation of purchase intention. This study highlights the need to model cognitive and affective social identity separately and provides insight into how consumers' social identification influences their perceptions of identity‐linked products. Copyright © 2016 John Wiley & Sons, Ltd.     

基于认知视角探讨环境不确定性对领导有效性的影响机制

基于管理认知视角,系统深入地探讨了环境不确定性情境对领导有效性的影响机制。具体地,通过质性和量化方法相结合,首先基于意义建构理论(Sense-Making Theory)探寻领导者对于环境不确定情境的感知和解读过程;其次从管理认知视角探讨环境不确定性如何通过高层领导者的管理认知影响战略选择进而作用于领导有效性的过程和路径;最后基于权变思想探讨环境不确定性、组织文化、组织类型情境如何共同作用于领导有效性。研究结果在理论上将克服过去领导情境理论研究不足,打通微观和宏观的视角昭示环境不确定性情境对领导有效性的影响过程和作用路径,揭示其背后深层作用机理。实践方面将为领导者如何有效应对不确定性以及具体领导实践提供重要依据。     

Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices

This research investigates both the downstream effect of perceived brand authenticity on consumers' actual, consequential choice and the important role of inferred brand dedication in the relationship between perceived brand authenticity, anticipated quality, and purchase intentions. We also investigate the interactive effect of two source-related factors—intrinsic motivation and congruity—on consumers' brand authenticity perceptions. We present findings from three studies using different product categories (utilitarian/consumable: hand sanitizer; hedonic/consumable: chocolate; hedonic/non-consumable: sunglasses). Study 1 shows that consumers use information regarding the intrinsic motivation of those behind the brand and congruity between the brand's actions and what it represents to consumers when forming brand authenticity perceptions and that intrinsic motivation and congruity interact to increase authenticity perceptions. We anticipate that consumers' positivity toward brands perceived as authentic will extend to actual choice through anticipated quality. Study 2 demonstrates that consumers choose authentic brands over inauthentic brands above what chance would dictate and anticipated quality can forecast this choice. Next, we extend our collective process knowledge by exploring an underlying reason why consumers anticipate that brands presented through marketing communications as authentic will have higher quality. We suggest that when managers present brands as authentic, consumers infer greater dedication of those behind the brand and inferred dedication influences anticipated product quality. Study 3 provides support and uncovers a serial mediation process, highlighting the importance of inferred dedication. Specifically, perceived brand authenticity increases consumers' brand dedication inferences, which in turn increases anticipated product quality, and ultimately purchase intentions.     

The influence of lay theories of Feng Shui on consumers' peace of mind: The role of regulatory fit

With its history dating back five millennia, the art of creating harmonious surroundings – commonly referred to as Feng Shui – has become deeply rooted in Chinese culture. Yet despite its significant effect on people's daily lives, a dearth of research is available on how Feng Shui influences consumers' decisions. This study investigates the influence of Feng Shui on customers' attitude based on their regulatory focus, providing suggestions for business opportunities. Three studies examine whether Feng Shui's goals influence participants' decisions and feelings of appropriateness. Study 1 demonstrated that the fit between Feng Shui's suggestions and consumers' regulatory focus impacted decision making. Participants were more likely to adopt the Feng Shui practitioner's suggestions of a goal compatible with the consumers' regulatory focus. Study 2 provided evidence that a regulatory focus also impacts participants' peace of mind. Study 3 tested whether the value experienced from regulatory fit is reflected in the price. Specifically, promotion‐oriented individuals feel more accepting of promotion‐focused Feng Shui that is consistent with an approach goal while prevention‐oriented individuals are more persuaded by prevention‐focused Feng Shui that is consistent with an avoidance goal. When the Feng Shui appeal is compatible with the self‐regulatory focus, individuals demonstrate a greater feeling of appropriateness and produce a higher level of peace of mind.     

What is in your hand influences your purchase intention: Effect of motor fluency on motor simulation

With the development of the advertisement industry, consumers are surrounded by increasing numbers of different types of visual stimuli (e.g., images on billboards, websites, and newspapers or videos on TV and social media). The present research aims to explore the effect of the connection between visual stimuli and objects in consumers’ hands on purchase intention based on motor simulation theory and motor fluency. The results of two studies demonstrate that when right-handed consumers review an image of food with tableware on the right (vs. left) side, they will have higher purchase intention for the food, while the effect reverses when their right hand is under high motor resource load. In addition, when right-handed consumers review an image of food with tableware on the right side and have nothing (vs. an object) in their right hand, they will have higher purchase intention for the food. However, if the image does not include tableware, placing tableware (vs. nothing or other objects) in the right hand of the consumers will induce higher purchase intention for the food. Our findings not only contribute to the literature on motor simulation, motor fluency, and motor resources but also provide valid insights for managerial applications.