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This paper aims to explore the effectiveness of ethnically targeted ads in developing consumer–brand relationships through an application of social identification theory and elaboration likelihood model among African American consumers in the service sector.

Study 1 used a 2 (service type: hedonic vs utilitarian) × 2 (strength of ethnic identification: high vs low) between-subjects experimental design. Study 2 used the same experimental design, procedure and ads as Study 1.

Taken together, the findings from these two studies demonstrate how ethnically targeted advertising, in conjunction with service type, can influence consumer–brand relationships. The results showed that those with high strength of ethnic identification had more brand love, as well as higher intentions to spread positive word-of-mouth, purchase intention and brand loyalty for hedonic services, but that this effect was not significant for utilitarian services.

The environments in which advertisements appear (e.g. in an in-store display or a magazine advertisement) is important, and consumers’ reactions to targeted ads in various environments should be considered in future research. Future studies should also examine the role of individuals’ personality traits and level of acculturation in determining their relationships with brands.

Across two studies, the authors demonstrated that ethnic ads are more effective for African American individuals with high level of ethnic identification especially for hedonic services.

This study aims to explain the influence of four socio-psychological variables: social comparison orientation, face saving (FS), status consumption (STC) and frugality (FGL) on consumers’ value perception toward ride-sharing services – one of the most widely used collaborative consumption models. Furthermore, it assesses how perceived value affects consumers’ intention to use (IU) the ride-sharing services and intentions to substitute ride-sharing services for using a personally owned car. It also assesses the moderating effect of psychographics on the relationship between consumers’ perception and behavioral intention.

A structured questionnaire was developed using existing scales adapted from the literature to test the hypothesized relationships. The data for the study were collected from 489 users of ride-sharing services in India. Structural equation modelling was performed to test the proposed model using AMOS 18 and moderation analysis was performed using PROCESS MACRO.

The findings of the study suggest that social comparison, FS, STC and FGL have a significant influence on consumers’ value (utilitarian and hedonic) perception. Furthermore, the results supported the effect of consumers’ value perception on their IU the ride-sharing services as well as their intention to substitute ride-sharing services for using a personally owned car. Lastly, the results also evidenced the moderating role of psychographic variables.

Very few studies have examined the role of psychographics in the adoption of collaborative consumption services. The paper attempts to fill this gap. It assesses the effect of four relevant consumer traits on perceived value in the ride-sharing services context. Furthermore, it expands the understanding of the role of psychographics by measuring their moderating effects apart from direct effects. The results of the study bear important implications for academicians, policymakers and marketers.

The sharing economy is changing the way people use products and services, and the success of sharing-based apps like bicycle and automobile sharing has drawn a lot of interest across the world. The purpose of this research is to investigate the factors affecting the consumer's adoption of ride-sharing services.

With this aim, the current study integrates the Technology Acceptance Model (TAM) and Expectancy Confirmation Model (ECM) with a further extension of consumer trust and social norms. Using a survey-based research design, data were collected from 558 respondents using multi-stage convenience sampling on 5 point Likert scale. Confirmatory factor analysis is conducted followed by structural equation modelling using IBM AMOS-22.

The findings of the study report crucial determinants for the consumer's continuance intention and actual use of these services. Perceived usefulness, consumer satisfaction, trust and subjective norms were found positively associated with the continuous intention to use ride-sharing services, whereas perceived ease of use was found to be insignificant. This study also highlights antecedents for the consumer's trust towards these services and found reputation, propensity to trust as a significant contributor whereas structural assurance was found insignificant to establish the trust among the users.

The research on consumer adoption towards ride-sharing services are meagre and this study adds the value to the field by integrating TAM and ECM model with further extension of consumer trust and social norms and empirically test the proposed model.

This study aims to explicate consumers’ intentions to use online food delivery systems (OFDS) subscription services. The study revisited the unified theory of acceptance and use of technology.

A typical methodology that involved a confirmatory factor analysis, followed by structural equation modeling, was used to test the hypotheses using a sample of 573 OFDS users from the USA.

The results revealed that social influence has the most significant impact on consumers’ intentions to use OFDS subscription services, while effort expectancy and perceived security have relatively lower impacts on consumers’ intentions to use OFDS subscription services. In addition, the study revealed the role of compatibility and convenience orientation in shaping consumers’ OFDS system perceptions (e.g. performance and effort expectancy).

The results provide several theoretical and managerial implications and open new avenues for future research. The study advances the literature by validating the set of antecedents of important core perceptions (e.g. performance expectancy and effort expectancy). The study also provides implications for two types of practitioners, such as OFDS and restaurants.

To the best of the authors’ knowledge, this is the first study to examine consumers’ intentions to use OFDS subscription services. This study is also the first to examine key factors influencing consumers’ intentions to use OFDS subscription services.

本研究旨在阐明消费者使用在线订餐（OFDS） 订阅服务的意图。该研究重新审视了 Unified Theory of Acceptance and Use of Technology 理论（UTAUT2）。

本研究采用典型的量化研究方法, 包括确认性因子分析和结构方程建模, 并使用来自美国的573名OFDS用户的样本来测试假设。

结果显示, 社会影响对消费者使用OFDS订阅服务的意图具有最显著的作用, 而努力期望和感知安全对消费者使用OFDS订阅服务的意图影响较小。此外, 研究揭示了兼容性和便利性取向在塑造消费者对OFDS系统感知（例如, 性能和努力期望）方面的作用。

研究结果提供了多方面的理论和管理启示, 并为未来研究开辟了新的途径。本研究通过验证重要核心感知（例如, 性能期望和努力期望）的前因完善了相关文献。另外, 本研究还为OFDS和餐厅等两类从业者提供了重要启示。

本研究是第一个调查了消费者使用OFDS订阅服务意图的研究, 也是首次研究了影响消费者使用OFDS订阅服务意图的形成因素。

Circumstances such as pandemics can cause individuals to fall into a state of need, so they turn to donation services for assistance. However, donation services can be designed based on supply-side considerations, e.g. efficiency or inventory control, which restrict consumer choice without necessarily considering how consumer vulnerabilities like low financial or interpersonal power might cause them to react to such restrictions. Thus, the purpose of this paper is to examine service designs that limit the choices consumers are given in terms of either the allowable quantity or assortment variety and examine effects on consumer perceptions of justice and satisfaction.

Three experiments are reported, including one manipulating the service design of an actual food pantry.

When consumers have low financial or interpersonal power, meaning their initial state of control is low, and they encounter a donation service that provides limited (vs. expanded) choice that drops control even lower, they perceive the situation as unjust and report lower satisfaction.

Donation service providers should strive to design services that allow for expanded consumer choice and use interpersonal processes that empower beneficiaries so they perceive the service experience as just and satisfying. Collecting feedback from beneficiaries is also recommended.

While researchers have started to look at the service experiences of vulnerable populations, they have focused primarily on financial service designs. The authors look at donation service designs and identify problems with supply-side limits to choice quantity and assortment.

The present study aimed to provide an understanding of the roles of community-based financial service organizations (i.e. rotating savings and credit associations [ROSCAs] as institutional pillars in facilitating low-income, unbanked consumers’ access to informal financial services).

Semi-structured interviews were conducted with 39 low-income, unbanked consumers participating in ROSCAs in Pakistan, where only 21% of adults have a bank account and almost four out of five individuals live on a low income. The obtained data were analyzed using the thematic analysis technique.

ROSCAs’ regulatory, sociocultural and cognitive aspects facilitate low-income, unbanked consumers’ utilization of informal financial services owing to their approachability by, suitability for, and fairness to such consumers. Thus, they promote such consumers’ financial inclusion.

Low-income consumers are mostly unable to access formal financial services due to the existing supply- and demand-side impediments. Understanding ROSCAs’ institutional functioning can help formal financial service providers create more transformative financial services based on the positive institutional aspects of ROSCAs to enhance poor consumers’ financial inclusion and well-being.

The inclusion of low-income, unbanked consumers in formal banking services will help them better control their finances.

Many low-income, unbanked consumers in developing countries utilize informal financial services to meet their basic financial needs, but service researchers have rarely investigated how informal financial institutions function. The present study showed that ROSCAs, as informal institutions, meet low-income, unbanked consumers’ personal, social and financial needs in a befitting manner, which encourages such consumers to use the financial services offered by ROSCAs.

This study aims to understand consumer behaviour in the context of online food delivery (OFD), especially given the mandatory lockdown imposed in some countries that have modified the behaviour of consumers. Using model goal-directed behaviour (MGB), this study was conducted to investigate consumer perceived risk on the use of OFD services.

Responses of food delivery services users were collected online throughout April 2020 to understand their risk profile and behaviour. A total of 339 responses were collected and subsequently analysed using partial least square (PLS). Both measurement and structural model were evaluated to ensure that the structural equation modelling (SEM) is valid.

The results revealed that attitude (ATT), subjective norm (SN), positive anticipated emotion (PAE) and negative anticipated emotion (NAE) and perceived behavioural control (PBC) significantly influenced users' desire. It was also found that PBC significantly influenced users' intention. The empirical result suggests that performance, privacy, financial, physical and the risk of contracting COVID-19 negatively influenced users' desire. In contrast, only physical and the risk of contracting COVID-19 negatively influenced users' intention to use OFD services.

These findings provide OFD service providers and scholars with significant insights into what compels urbanites to adopt OFD services amid a health pandemic. It also allows OFD companies to realign their operation in addressing these concerns and changes in consumer behaviour.

Against the backdrop of the pandemic, this study provides insights for OFD providers in developing new strategies and approaches for business development and consumer retention in a post-pandemic world.

本研究擬瞭解與網上訂餐相關的消費行為；尤其當有些國家推行了改變消費者行為的強制性封鎖政策的情況下，這類研究更具意義。透過應用目標導向行為模型，本研究擬探討消費者在使用網上訂餐服務時所意識到的風險。

研究人員於 2020年4月網上收集使用訂餐服務人士的意見，以瞭解其風險狀況和行為。研究共收集了339位人士的意見，並以偏最小二乘法進行分析。測量和結構模型均加以評估，以確保結構方程模型是站得住腳的。

研究結果顯示，態度、主觀規範、預期的正面和負面情緒、以及感知的行為控制，顯著地影響了用戶的慾望。研究結果亦發現，感知的行為控制顯著地影響了用戶的意圖。研究的經驗性結果暗示了表現、私隱、金錢上的爭議、可能會導致的身體損傷和感染2019冠狀病毒病的風險，負面地影響用戶的慾望。相比之下，影響著用戶使用網上訂餐服務的意圖的因素就只有可能會導致的身體損傷和感染2019冠狀病毒病的風險。

研究的結果，為提供網上訂餐服務的營運者和研究學者提供了重要的啟示，使他們更瞭解是什麼因素會迫使都市人在與健康息息相關的大流行病期間使用網上訂餐服務。而且，提供網上訂餐服務的公司亦可藉此重新調整其營運，以能處理客戶的憂慮和應付消費行為的變化。

在大流行病肆虐的背景下，本研究為網上訂餐服務提供者給予了啟示，以便他們能在後疫情時代制定新的策略和營運方法，以拓展其業務和留住消費者。

Companies utilize increasingly capable Artificial Intelligence (AI) technologies to deliver modern services across a range of consumer service industries. AI autonomy, however, sparks skepticism among consumers leading to a decrease in their willingness to adopt AI services. This raises the question as to whether consumer trust in companies can overcome consumer reluctance in their decisions to adopt high (vs low) autonomy AI services.

Using a representative survey (N = 503 consumers corresponding to N = 3,690 observations), this article investigated the link between consumer trust in a company and consumers' intentions to adopt high (vs low) autonomy AI services from the company across 23 consumer service companies accounting for six distinct service industries.

The results confirm a significant and positive relationship between consumer trust in a company and consumers' intentions to adopt AI services from the same company. AI autonomy, however, moderates this relationship, such that high (vs low) AI autonomy weakens the positive link between trust in a company and AI service adoption. This finding replicates across all 23 companies and the associated six industries and is robust to the inclusion of several theoretically important control variables.

The current research contributes to the recent stream of AI research by drawing attention to the interplay between trust in companies and adoption of high autonomy AI services, with implications for the successful deployment and marketing of AI services.

Access to services for consumers with disabilities (CwD) has gained increased attention from researchers and service providers in recent years. Consequently, ensuring that services are designed and maintained in a manner that is more inclusive and accessible to CwD has become imperative. However, academic literature is fragmented and thus, this study aims to provide a state-of-the-art synthesis for further theoretical development.

This study reviews 77 relevant articles in the domain using a multidisciplinary review following the PRISMA protocol, and a thematic analysis was conducted.

The study thoroughly synthesizes the theories, contexts and methods used in the extant literature. Next, the study presents a new theoretical framework with four broader dimensions: beyond regulations, towards accessibility, value co-creation, inclusion of CwD and role of stakeholders. Furthermore, it highlights the related sub-dimensions attributed to the service design stages (planning, usage and post-usage). Based on this, the study offers critical avenues for future research using the Double Diamond framework.

The study contributes significantly to service design literature for CwD and transformative service research by developing a new consolidated theoretical framework. The findings should direct service providers towards better service designs in related fields. Socially, the study has implications for promoting accessibility and inclusion for CwD, while providing them the freedom of choice.

This research aims to examine how consumer minimalism (CM), self-conscious feelings (such as consumer guilt (CG) and consumer pride (CP)) and the inclination to use rental services interact. It also looks at how attitudes toward pro-environmental advertisements affect these relationships as a moderator, recognizing the importance of pro-environmental advertising in influencing consumer behavior.

This study employed a quantitative methodology to investigate the aforementioned associations. Survey questionnaires are used to collect data, which is then analyzed using AMOS 25 and Process Macro to generate meaningful insights.

The findings indicate that the willingness to use rental services is directly associated with CM, while self-conscious emotions (SCEs) play the role of a mediator in this relationship.

It is essential to recognize the limitations of this study. There may be other variables at play, but the research focuses on SCEs (CG and CP) and their role as mediators. The findings must be interpreted based on the selected research methodology and sample size. Future research could investigate additional variables and enlarge the sample size to increase generalizability.

Targeted marketing can leverage CM, SCEs and willingness to use rental services. Recognizing the moderating effect of attitude toward pro-environmental advertisements can help create more effective campaigns promoting environmental behavior.

Underpinned by SCEs, the current study is one of the initial studies to explain how CM encourages responsible environmental behavior through access-based consumption models.