Search results

This paper aims to explore the pathways connecting perceived social isolation, perceived stress, hedonic browsing and e-impulse buying in social commerce.

A theoretical model was proposed. Data from 394 young adults was analyzed using structural equation modeling to test the hypothesized relationships in the model.

Perceived social isolation is associated with elevated levels of perceived stress and engagement in hedonic browsing. Young consumers often turn to hedonic browsing as a coping mechanism for stress, and both stress and hedonic browsing play significant roles in fostering impulsive purchases. Perceived stress fully mediates the influence of perceived social isolation on hedonic browsing. Conversely, hedonic browsing partially mediates the impact of perceived stress on e-impulse buying.

Businesses can use the findings to develop effective marketing strategies that entice customers to purchase on social commerce platforms. Moreover, the findings offer valuable insights for young consumers, providing them with an understanding of the complexities of impulsive buying in social commerce. This knowledge can empower them to make informed decisions and exercise enhanced control over their purchasing habits. Furthermore, the findings could be used as a basis for developing targeted interventions to reduce unnecessary purchases, particularly during challenging times that necessitate social isolation.

This study offers new empirical insights into the ways in which perceived social isolation, perceived stress and hedonic browsing contribute to the heightened prevalence of e-impulse buying in social commerce.

Green demarketing, which promotes anti-consumption as a more extreme sustainability tactic, could help consumers and societies move toward healthier consumption patterns while building strong, long-lasting relationships with consumers. As even the most committed brands find the need to oscillate between demarketing and conventional marketing for survival, this research tests how the congruency of the campaign shown on a brand's home page (owned media) and a following retargeting ad (paid media) could impact perceived congruency and further downstream effects. In doing so, this research proposes that the media context (i.e. news or shopping browsing context) in which the retargeting ad is embedded could determine how much congruency of the demarketing campaign across owned and paid media matters.

An experiment with a 2 (home page content: green vs. demarketing) × 2 (retargeting ad content: product vs. demarketing) × 2 (browsing context: shopping vs. news) between-subjects factorial design was employed with an online panel of 430 participants. The participants first saw the brand's home page content, then were assigned to a website browsing context where the retargeting ad of the brand was embedded.

In a news browsing context, users perceived higher congruency when product retargeting ads (vs. demarketing) were shown after a green home page exposure and when demarketing retargeting ads (vs. products) were delivered after a demarketing home page. The elevated perceived congruency successfully led to higher ad argument and ad attitude. These differences were not present in a shopping browsing context. These results showed that the congruency between the home page and the retargeting ad for demarketing campaigns mattered more in certain media contexts (i.e. news browsing context).

The study closes the empirical gap in demarketing brand activism campaigns by demonstrating when and how congruency between multiple owned and paid channels for demarketing campaigns impacts consumer responses. This study provides evidence of how the match of the demarketing campaign shown on a brand's home page and a following retargeting ad could impact perceived congruency and further downstream effects of ad argument and ad attitude while considering different browsing context effects.

The purpose of this study is to investigate the impulsive purchase of Generation Z of Muslim women on TikTok Shop. The primary attention in this stimulation investigation drives the impulsive buying between the Generation Z of Muslim women customers in Indonesia. This study provides valuable concept to help a company or cosmetic brand grow the marketing strategy for stimulating impulsive behaviour of Generation Z customers on TikTok Shop.

An online survey of 256 Muslim women consumers of the Generation Z was used to collect the data. Covariance-based structural equation modelling was applied to assess the five hypotheses.

The results of this study indicate that micro-celebrities post authenticity has a positive and significant relationship with utilitarian browsing. However, micro-celebrities post authenticity did not have a positive and significant relationship with hedonic browsing. This study also concludes that utilitarian browsing was found to have a positive and significant relationship with hedonic browsing. Finally, hedonic browsing was found to have a positive and significant effect on reminiscence impulse purchase intention and designed impulse purchase intention.

The primary limitation is the research sample that only consists of Indonesian TikTok Shop customers. Next, the researchers could examine the research model in several countries to expand its generalisation. The second one, this research does not consider the origin country of a cosmetic product. The future study must investigate the local and foreign cosmetics to see the preference and the differences in the impulsive purchase, especially for Z women generation customer. Third, this study quantifies the intention to buy impulsively so that the following research must investigate the ownership of the cosmetics product that has been bought before. Finally, the research only involves a quantitative research method. The future study must investigate with another approach, such as a qualitative method or mixed-method, in the impulsive purchase intention context.

A cosmetic company or marketer could maximise the authenticity, relevancy and attractive information that is posted by micro media social celebrities or media social influencers. Cosmetic companies or marketers must provide comprehensive information to satisfy customers’ browsing actions. Finally, besides the information related to the limited cosmetics product stock, discount and promotion as the effective strategy to stimulate the impulsive buying, the cosmetics marketing can use gamification, increasing the picture quality and equipping product descriptions, and making educational content.

The existence of TikTok Shop is increasing the number of cosmetics products and competitors because of product’s excessive availability in the market. In the social benefit context, the Generation Z Muslim women can purchase and use various cosmetics product available on TikTok Shop, but customers must be on guard by knowing the cosmetics material to prevent the healthiness. In addition, the existence of TikTok Shop and the impulsive purchases by the Generation Z Muslim women are also increasing the retailer or local cosmetics producer income.

This study is a contribution to consumer behaviour literature by raising the Stimulus–Organism–Response framework used in determining the factors influencing browsing and impulsive consumption of cosmetic products on TikTok Shop.

Seekers who visit professional virtual communities (PVCs) are usually motivated by knowledge-seeking, which is a complex cognitive process. How do seekers search for knowledge, and how is their search linked to prior knowledge or PVC situation factors? From the cognitive process and interactional psychology perspectives, this study investigated the three-way interactions between seekers’ expertise, task complexity, and perceptions of PVC features (i.e. knowledge quality and system quality) on knowledge-seeking strategies and resultant outcomes.

A field experiment was conducted with 119 seekers in a PVC using a 2 × 2 factorial design of seekers’ expertise (i.e. expert versus novice) and task complexity (i.e. low versus high).

The study reveals three significant insights: (1) For a high-complexity task, experts adopt an ask-directed searching strategy compared to novices, whereas novices adopt a browsing strategy; (2) For a high-complexity task, experts who perceive a high system quality are more likely than novices to adopt an ask-directed searching strategy; and (3) Task completion time and task quality are associated with the adoption of ask-directed searching strategies, whereas knowledge seekers’ satisfaction is more associated with the adoption of browsing strategy.

We draw on the perspectives of cognitive process and interactional psychology to explore potential two- and three-way interactions of seekers’ expertise, task complexity, and PVC features on the adoption of knowledge-seeking strategies in a PVC context. Our findings provide deep insights into seekers’ behavior in a PVC, given the popularity of the search for knowledge in PVCs.

Cross-border e-commerce live streaming morphs into an epidemic shopping scenario, yet there is a paucity of research on impulse purchasing in this context. The purpose of this study is to empirically investigate the adoption motivation of cross-border e-commerce live streaming and its influence mechanism on intrinsic response and purchase impulse and to highlight the mediating role of browsing behavior.

Based on the use and gratification lens, a new conceptualization model is established to captivate the theoretical relationships between perceived stimuli, individual attitudes, browsing behavior and impulsive purchases. A questionnaire survey was used to collect cross-sectional data from 427 Malaysian consumers and the estimated framework was validated through AMOS-structural equation modeling technique.

The findings confirm that perceived interactivity, perceived information usefulness and perceived enjoyment significantly influenced positive attitudes toward live-streaming, which in turn induced impulsive purchases; however, perceived affective gratification did not stimulate positive attitudes. Consumers’ utilitarian browsing had a stronger effect on impulse purchases than hedonic browsing and utilitarian browsing behavior mediated the relationship between positive attitudes and impulse buying; however, hedonic browsing had neither a direct nor a mediating effect on impulsive purchases.

This research enhances the literature on the impact of cross-border e-commerce live streaming, an emerging technology, on consumer behavior and offers managerial implications for e-commerce practitioners to gain insights into consumer impulse purchasing behavior.

The findings revamp conventional knowledge and provide new angles for understanding the formation mechanisms of impulse purchases, motivations for virtual media use and browsing behavior mediating effects in the context of live streaming.

Despite the extensive stimulus–organism–response (SOR) literature, little attention has been paid to the role of marketing activity as a key environmental stimulus, and there is a dearth of research examining the interplay between emotions and cognition on consumer behaviour, as well as the sequential effects of emotions on cognition. To address these gaps, this study aims to develop a revised SOR model by incorporating Kahneman’s fast and slow thinking theory to investigate the impulse buying of affordable luxury fashion (ALF).

The authors use outlet stores at Bicester village (BV) in England as the research context for ALF shopping. Partial least squares structural equation modelling was used to analyse a survey sample of 633 consumers with a BV shopping experience.

The authors find that impulse buying of ALF arises from the interplay of emotional and cognitive factors, as well as a sequential and dual process involving in-store stimuli affecting on-site emotion and in-store browsing.

This study reveals that brand connection has a significant and negative influence on the relationship between on-site emotion and in-store browsing, advancing the SOR paradigm and reflecting the interactive effect of human emotion and reasoning on the impulse buying of ALF items.

Insights into consumers’ impulse buying offer practical implications for luxury brand management, specifically for ALF outlet retailers and store managers.

The results suggest a robust sequential effect of on-site emotion towards in-store browsing on impulse buying, providing updated empirical support for Kahneman’s theory of System 1 and System 2 thinking.

Enterprises build online product community to expect users to contribute: opinion sharing (content contribution) and product consumption (product contribution). Previous literature rarely focused on both. The purpose of this paper is to explain user contribution mechanism by identifying content contribution and product contribution.

This research chose Xiaomi-hosted online product community (bbs.xiaomi.cn) and Huawei-hosted online product community (club.huawei.com) where users can freely share ideas and buy products at the same time. Data were crawled from 109,665 community users to construct dependent variable measurement, and 611 questionnaires were used to verify research hypotheses.

The results indicate that both cognitive needs and personal integration needs have a significant positive impact on browse behavior; social integration needs and hedonic needs have a significant positive impact on content contribution behavior. Browse behavior not only directly affects but also indirectly influences product contribution through content contribution behavior.

Findings of this research provide community managers with useful insights into the relationship between content contribution and product contribution.

This study explains the formation mechanism of user product contribution and reveals the relationship between user content contribution and product contribution in online product community. This paper provides a different way of theorizing user contributions by incorporating uses and gratifications theory into the “Motivation-Behavior-Result” framework.

This paper aims to explore the promotion decisions of heterogeneous sellers on a decentralized platform under competitive conditions and analyze how seller behaviors impact platform profit, seller revenue, buyer surplus and social welfare.

This paper considers a Cournot model consisting of a platform charging a commission rate and two sellers with different conversion rates and browsing costs. Promotion efforts by sellers can increase traffic, but they also incur promotion costs for sellers. The sellers decide on promotion effort by weighing these two effects. The authors also explore the equilibrium when the platform charges a fixed usage fee.

The seller’s profit improves as its conversion rate increases and worsens as browsing costs increase. Also, increasing the commission rate charged by the platform makes the seller invest less in promotional efforts. Therefore, the platform must consider this trade-off to determine an optimal rate. The analysis shows that the seller with a high conversion rate and high browsing cost plays a greater role in generating more overall revenue. When the market favors such a seller, the platform tends to charge less in order not to impair its profitability.

This paper incorporates conversion rate, buyer’s browsing cost, unit promotion cost and the fee charged by the platform into the model to study sellers’ promotion decisions on decentralized platforms.

In this study, the distinctive functional features of linked data (LD) catalogues were investigated to contrast with existing online public access catalogues (OPACs) and discovery systems using a checklist approach. The checklist was derived from a literature review and is composed of 10 items as follows: self-descriptive and dynamic content for resource description, linkage to external LD sources and online services, aggregation of knowledge contexts into knowledge graphs (KGs), URI-based link discovery, representation and query of LD relationships, URI-based serendipitous discovery, keyword recommendation, faceted limitation and browsing, visualization and openness of data.

Ten functional features derived from the literature were checked against existing LD catalogues offered by libraries, archives and museums (LAMs). The LD catalogues were regarded as qualified subjects if they offered functional features that were distinct from current OPACs and discovery systems through URI-based enrichment and aggregation from various LD sources. In addition to individual organizations, LD union catalogues were also included. However, LD hubs, such as ISNI, OCLC WorldCat Entities, VIAF and Wikidata, were excluded. In total, six LD catalogues from LAMs were selected as subjects for examination.

First, LD catalogues provide similar KG information through URI combination, and KGs also facilitate information serendipity, including social-document, intellectual, conceptual, spatial and temporal contexts and networks of corporate bodies, persons and families (CPFs). Second, LD catalogues have transformed the “seek first and browse later” paradigm into a “seek or browse” paradigm by refreshing the browsing function of traditional card catalogues with preview and new options to facilitate LD identification and discovery. Third, LD catalogues have refined keyword recommendation with the addition of the following fields: person’s title, CPF relationships, entity type and LD source. Lastly, a virtual union LD catalogue is offered.

The proposed checklist revealed the unique/improved functional features of LD catalogues, allowing further investigation and comparison. More cases from the fields of medicine, engineering science and so on will be required to make revisions to fine-tune the proposed checklist approach.

To the best of the author’s knowledge, this is the first study to propose a checklist of functional features for LD catalogues and examine what the results and features of LD catalogues have achieved and are supported by from ontologies across LAMs. The findings suggest that LD provides a viable alternative to catalogues. The proposed checklist and results pave the way for the future development of LD catalogues and next-generation catalogues and also provide a basis for the future study of LD catalogues from other fields to refine the proposed checklist.

Adequate means for easily viewing, browsing and searching knowledge graphs (KGs) are a crucial, still limiting factor. Therefore, this paper aims to present virtual properties as valuable user interface (UI) concept for ontologies and KGs able to improve these issues. Virtual properties provide shortcuts on a KG that can enrich the scope of a class with other information beyond its direct neighborhood.

Virtual properties can be defined as enhancements of shapes constraint language (SHACL) property shapes. Their values are computed on demand via protocol and RDF query language (SPARQL) queries. An approach is demonstrated that can help to identify suitable virtual property candidates. Virtual properties can be realized as integral functionality of generic, frame-based UIs, which can automatically provide views and masks for viewing and searching a KG.

The virtual property approach has been implemented at Bosch and is usable by more than 100,000 Bosch employees in a productive deployment, which proves the maturity and relevance of the approach for Bosch. It has successfully been demonstrated that virtual properties can significantly improve KG UIs by enriching the scope of a class with information beyond its direct neighborhood.

SHACL-defined virtual properties and their automatic identification are a novel concept. To the best of the author’s knowledge, no such approach has been established nor standardized so far.