思维聚焦对发展型文化消费产品购买意愿的影响

本研究探析了消费者的思维聚焦（过程聚焦/结果聚焦）对发展型文化消费产品购买意愿的影响,发现结果聚焦的消费者比过程聚焦的消费者对发展型文化消费产品的购买意愿更强烈。同时,时间距离对这一效应存在调节作用,即时间距离远时,这一效应显著;时间距离近时,思维聚焦对发展型文化消费产品的购买意愿没有显著影响。此外,本研究进一步考察了时间距离较远时,消费者的未来时间洞察力部分中介了思维聚焦对发展型文化消费产品的购买意愿。     

Consumer ethnocentrism,cultural sensitivity,and intention to purchase local products—evidence from Vietnam

• This study empirically investigates the impacts of consumer ethnocentrism and cultural sensitivity on both imported product judgment and intention to purchase local products in the context of a developing country—Vietnam. Structural equation modeling was used to test these impacts, utilizing a sample of 549 consumers. The results show that consumer ethnocentrism is negatively related to imported product judgment and positively related to intention to purchase local products. In addition, cultural sensitivity has a positive relationship with imported product judgment but not with consumer ethnocentrism. The results also indicate that the impacts of consumer ethnocentrism on imported product judgment and on intention to purchase local products are not different in terms of product categories, gender, income, and education levels. However, differences exist between younger and older consumers.

Copyright © 2008 John Wiley & Sons, Ltd.     

Exploring how consumer cooperatives might strategically incorporate social media to distribute wine

This research advances our understanding of disruptions to marketing channels in the digital world by investigating the viability of consumer cooperative systems which are envisioned as multi-actor constructed networks using social media (SM) platforms. It introduces the concepts of “social media consumer wine cooperator” as a new distribution channel for wine and investigates the consumer's intention to participate in an SM and become a wine cooperator. Relying on the uses and gratifications theory (UGT), we adopted a quantitative research inquiry with data gathered using an online survey involving a sample of 486 French consumers. We empirically tested the relationships among four factors: attitude toward buying wine based on SM recommendations, perceived risks, intention to buy wine on SM, and consumer intention to become an SM wine cooperator. Findings indicate that the intention to be an SM wine cooperator is positively correlated with attitude toward buying wine based on SM recommendations and the intention to purchase wine on SM. To finish with, we link the concept of the consumer wine co-op to the current debate in the literature on centralized versus decentralized (built on top of blockchain networks) social media platforms, opening the door for future research avenues.     

The effects of valence‐based and discrete emotional states on aesthetic response

There is increasing recognition that consumer aesthetics—the responses of consumers to the aesthetic or appearance aspects of products—has become an important area of marketing in recent years. Consumer aesthetic responses to a product are a source of pleasure for the consumer. Previous research into the aesthetic responses to products has often emphasized exterior factors and visual design, but studies have seldom considered the psychological aesthetic experience of consumers, and in particular their emotional state. This study attempts to bridge this gap by examining the link between consumers’ emotions and their aesthetic response to a product. Thus, the major goal of this study was to determine how valence‐based and discrete emotional states influence choice. In Studies 1 and 2, positive and negative emotions were manipulated to implement two different induction techniques and explore the effect of emotions on participants’ choices in two separate experiments. The results of both experiments confirmed the predictions, indicating that aesthetic responses and purchase intention are functions of emotional valence, such that both are stronger for people in a positive emotional state than for those in a negative emotional state. Study 2 also used a neutral affective state to establish the robustness of this observed effect of incidental affect. The results of Study 3 demonstrate that aesthetic response and purchase intention are not only a function of affect valence, but also are affected by the certainty appraisal associated with specific affective states. This research, therefore, contributes to the literature by offering empirical evidence that incidental affect is a determinant of aesthetic response.     

网络环境下第三方评论对冲动购买意愿的影响机制：以产品类别和评论员级别为调节变量

采用问卷调查和实验研究的方法, 构建了以情感为中介的第三方正面评论与网络消费者冲动购买意愿的关系模型, 并检验了产品类别和评论员级别对该模型的调节效应。研究结果表明：第三方评论的好评度、好评数、时效性直接正向影响冲动购买意愿; 好评度以快乐和唤起情感为中介、好评数以快乐情感为中介间接正向影响冲动购买意愿; 消费者购买低涉入度(VS：高涉入度)产品和阅读高级(VS：初级)评论员发布的评论时, 第三方正面评论对冲动购买意愿的影响更强。     

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.     

Consumer intention to purchase and corporate social responsibility: Evidence from an experiment in an entrepreneurial context

Previous research has addressed the effects of corporate social responsibility (CSR) initiatives on consumer purchase intention (CPI). However, most of the empirical evidence is based on the analysis of mature large-scale firms; much less examines the effects of CSR initiatives on CPI in entrepreneurial contexts. In this study, we address this gap by investigating whether entrepreneurial start-ups' declaration of CSR engagement affects consumers' purchasing intent. We assert that consumers may consider firms' CSR engagement as a signal for unobserved product quality. We exploit a vignette experimental approach to test our theoretical predictions. In our experiment, participants received online invitations to subscribe to an electronic catalog that advertised various products supplied by entrepreneurial start-ups. The invitations are of five types, some of which presenting different CSR-related information on the suppliers to the participants. Overall, we find that the displayed information on CSR engagement promotes participants' willingness to subscribe to the electronic catalog, indicating that consumers will increase their purchase intentions for ethically oriented suppliers. Moreover, we find that among all the initiatives, external CSR initiatives (social contribution and environmental responsibility) promote consumers' intentions to purchase most effectively. To the best of our knowledge, our study is the first to explore the effects of different CSR initiatives on entrepreneurial start-ups in entrepreneurship literature. We highlight the heterogeneous effects of CSR initiatives on CPI, contributing new insights to research on CSR and consumer behavior.     

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 Effects of Electronic Word of Mouth on Product Judgment and Choice: The Moderating Role of the Sense of Virtual Community1

Electronic word‐of‐mouth (WOM) communication influences potential consumer attitudes and behavioral intentions toward a product. Since consumers frequently assess online information based on their relationships with communities, rather than with individuals, online communities themselves function as referents for assessing information quality. This study examines whether consumer perceptions toward virtual communities (i.e., sense of virtual community or SOVC) moderate the perceived influence of product comments on attitude and purchase intention. This study manipulated 2 scenarios involving positive comments and negative comments regarding a newly issued game product. Analytical results indicated that SOVC reinforced the influences of online comments on attitude and purchase intention. Thus, marketers should consider the role of virtual communities when implementing WOM strategy online.     

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。     

品牌名称暗示性对消费者决策选择的影响：认知需要和专业化水平的调节作用

品牌管理者最首要的决策就是选择一个好记的或有意义的品牌名字。由于任何特征的品牌名字都必须借助消费者的认知差异来实现真正的差异化, 因此, 从消费者认知特点出发研究暗示性品牌名字就显得尤为重要和有意义。本文通过3个实验, 分别验证了消费者认知需要和专业化水平对品牌名称暗示性与决策选择的调节作用。方差分析发现：低专业化水平的消费者更倾向于根据暗示性的品牌名字做出决策, 而高专业化水平的消费者则不受品牌名称暗示程度的影响。此外, 低认知需要的消费者比较喜欢暗示性的品牌名字, 而对于高认知需要的消费者来说, 品牌名字的暗示性程度不会对其决策过程产生影响。最后, 研究结果揭示了专业化水平和认知需要对暗示性品牌名字效果发挥具有交互作用。对于具有高专业化水平的消费者来说, 无论他们处于低认知需要还是高认知需要, 品牌名字的暗示程度都不会影响他们的态度形成。相反地,对于具有低专业化水平的消费者来说, 无论是低认知需要还是高认知需要均倾向于暗示性的品牌名字。而对于专业化程度中等的消费者而言, 暗示性品牌名字效用的发挥则取决于其处理信息的动机—认知需要水平。     

An analysis of sustainable consumption practices through the role of the consumer behavior in the circular economy

Sustainable consumption analyses the choice of products to address environmental issues. In recent years, the circular economy model () has offered strategies as possible solutions to address the growing demand for action on climate justice. The success of a business model depends on understanding the consumer's role. The power of individual consumer actions is vital for minimizing the adverse impacts of climate change. Although the effectiveness of in the business sector has been studied, the literature has ignored the role of consumers in sustainable consumption practices through. Thus, using a survey technique, this quantitative study analyzed part of the theoretical model of Mostaghel and Chirumalla to analyze how awareness and consumer attitude significantly impact purchase intention and ethical purchasing behavior. The data analyzed through PLS-SEM reflected several theoretical implications in the forms of consumer behavior, a topic that has not been addressed in the literature.     

Predicting the Personal Appeal of Marketing Images Using Computational Methods

Images play a central role in digital marketing. They attract attention, trigger emotions, and shape consumers’ first impressions of products and brands. We propose that the shift from one‐to‐many mass communication to highly personalized one‐to‐one communication requires an understanding of image appeal at a personal level. Instead of asking “How appealing is this image?” we ask “How appealing is this image to this particular consumer?” Using the well‐established five‐factor model of personality, we apply machine learning algorithms to predict an image's personality appeal—the personality of consumers to which the image appeals most—from a set of 89 automatically extracted image features (Study 1). We subsequently apply the same algorithm on new images to predict consequential outcomes from the fit between consumer and image personality. We show that image‐person fit adds incremental predictive power over the images’ general appeal when predicting (a) consumers’ liking of new images (Study 2) and (b) consumers’ attitudes and purchase intentions (Study 3).     

顾客为什么参与创造？ ——消费者参与创造的动机研究

从消费者参与企业价值创造的角度研究了消费者创造动机与创造意愿之间的关系,结果说明,一般创造性理论所证实的认知需求并未对消费者创造意愿产生显著影响,而独特性产品需求、独特性体验需求以及创造激励对消费者创造意愿产生了显著的正面影响研究还发现,信任和创造激励分别调节了独特性产品需求和独特性体验需求与创造意愿之间的关系     

Intergroup threat,knowledge of the outgroup,and willingness to purchase ingroup and outgroup products: The mediating role of intergroup emotions

Established theories have acknowledged that intergroup threat is one of the key determinants of intergroup attitudes and behaviours, but how intergroup threat can affect consumer behaviour remains unclear. Here, four preregistered studies (total N = 988) examined the effect of intergroup threat (manipulated in terms of realistic and symbolic threats) on consumers’ willingness to purchase ingroup and outgroup products. In the context of China–West relations, we measured Chinese consumers’ willingness to purchase Chinese (ingroup) and Western (outgroup) products. These studies together revealed that realistic and symbolic threats (versus control) increased willingness to purchase ingroup products and decreased willingness to purchase outgroup products, regardless of the product category. Studies 3a and 3b also measured knowledge of the outgroup as a potential moderator, revealing that realistic threat (versus control) reduced willingness to purchase outgroup products only among individuals who had less knowledge of the outgroup. Furthermore, Study 3b showed that the intergroup threat manipulation indirectly influenced consumers’ willingness to purchase ingroup/outgroup products through increased anger and decreased hope. We discussed the contributions to the intergroup relations and consumer behaviour literature and the implications for transnational marketing practices, as well as the limitations of this research.     

预期性思考、自我调节导向与非计划购买

当消费者对非计划购买产生犹豫时,营销者应如何引导他们的购买行为？本文通过准实验与控制实验的方法探究该问题。研究结果显示：（1）营销者可以通过设计预期欣喜和预期后悔信息提高其非计划购买意向;（2）但是预期性思考的有效性还受到消费者自我调节导向的影响：预期欣喜对提高趋利导向消费者的非计划购买意向较有效,预期后悔对提高避害导向消费者的非计划购买意向较有效;（3）预期欣喜和预期后悔通过影响消费者对购买合理性的判断而影响他们的非计划购买意向。     

Extending overjustification: the effect of perceived reward-giver intention on response to rewards

The perceived intention model incorporates a new moderator, beliefs about reward-giver intention, into the overjustification paradigm. In 2 simulated shopping studies featuring products paired with promotional rewards, consumers who believed the marketer was promotion focused (reward used to encourage purchase) reported lower purchase intentions and brand attitudes for promoted products after promotion, whereas consumers who believed the marketer was reward focused (promotion used to distribute the reward) showed no attitude change. Promotion-focus beliefs lowered attitudes by heightening the contingency between the promotion and purchase and thereby increasing the perceived causal role of the reward. This effect was contingent on initial behavior--postpromotion attitude change occurred for consumers who actively engaged in product decisions but not for consumers who passively observed the choice sets.     

From car use reduction to ride-sharing: The relevance of moral and environmental identity

Car use contributes significantly to environmental pollution, leading people to rethink their transport habits. Previous studies on car use reduction relied on established theories related to values and self-regulation to examine this decision. In this paper, we offer an alternative approach and examine the intention to reduce car use through the prism of identity theory, and propose environmental and moral identities, together with environmental concern, as the main antecedents to the importance of car use reduction and intention to reduce car use. Further, we consider ride-sharing intention as an outcome of the decision to reduce car use. The proposed conceptual model is tested on a sample of consumers from the United Kingdom using an online consumer panel. The results offer partial support for the influence of moral identity, environmental identity, and environmental concern on the importance to reduce car use and intention. The links among the importance of and intention to reduce car use, along with ride-sharing intentions, are supported. Finally, managerial implications are discussed, and future research directions are suggested.     

Visual aesthetics in store environment and its moderating role on consumer intention

• The paper goal is to answer the following questions: What are the factors of centrality of visual aesthetic design (CVSA) in store environment? What factor explains better the construct? Is there a relationship between CVSA and consumers' intentions, such as loyalty, satisfaction, minutes, item, and $ spent inside store? What is the moderating role of store visual aesthetic design on consumer intentions? The research design was a 2 × 2 design, between subjects, which we manipulated store arousal (high vs. low) and CVSA (high vs. low) in two studies. The findings supported the theory that there are three CVSA dimensions; that there is a positive relationship between CVSA and consumer satisfaction, loyalty, items bought, minutes visiting the store, and $ spent; and that high (vs. low) CVSA consumers were more discriminating in their intentions, when the environment had a high arousal. The original value is to support the notion that consumers also evaluate, beyond products, visual aesthetic components in retail and that it plays a moderating role on consumer intention.

Copyright © 2010 John Wiley & Sons, Ltd.