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1 – 10 of 14
Article
Publication date: 28 March 2023

Huan Liu, Shuman Zheng and Dongjin Li

Product discounts have been widely applied in digital commerce as a method to attract and retain customers to purchase in China. Given that digital channels differ in their…

Abstract

Purpose

Product discounts have been widely applied in digital commerce as a method to attract and retain customers to purchase in China. Given that digital channels differ in their attributes, customers may behave differently when they respond to the same discount across channels. However, little attention has been paid to explore the heterogeneity of customer responses to discounts across channels. This study aims to fill in the gap by exploring how customers’ purchase responses to price discounts differ across digital channels.

Design/methodology/approach

This study applies a Poisson regression to an unbalanced data set of purchasing history from Chinese footwear brands with 3,510 customers in a two-year time window across the three digital channels (i.e. personal computer [PC], app and mobile website), with a correction for endogeneity by using the Gaussian copula method.

Findings

This paper finds that price discounts have the strongest positive effect on consumers’ purchase volumes on the PC channel, followed by the app channel, while discounts show the weakest impact in the mobile website channel. By so, this paper demonstrates that customers respond differently to online and mobile channels, and they also respond differently within mobile channels when they purchase products with price discounts.

Originality/value

This study is original in analyzing the difference in customers’ discount responses across digital channels, offering valuable contributions to existing research on multichannel marketing as well as mobile marketing and providing helpful insights for multichannel merchants to design digital discount strategies.

Details

Nankai Business Review International, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 8 July 2020

Yan Li, Ruijuan Wu and Dongjin Li

The purpose of this paper is to examine how subjective characteristics of social network sites (SNSs) affect consumers' positive and negative word-of-mouth (WOM) sharing.

Abstract

Purpose

The purpose of this paper is to examine how subjective characteristics of social network sites (SNSs) affect consumers' positive and negative word-of-mouth (WOM) sharing.

Design/methodology/approach

The data used for this study were obtained from an online survey with a sample size of 369 consumers. Structural equation modeling was performed to test hypotheses and examine the research questions.

Findings

The authors found that the perceived anonymity of an SNS is negatively correlated with its perceived interpersonal closeness of friends, and the number of friends in an SNS is positively correlated with its perceived interpersonal closeness of friends. With regard to positive WOM, the perceived anonymity of the SNS has a significant negative influence on consumers' WOM, and both perceived interpersonal closeness and the number of friends have a significant positive influence on consumers' WOM. But, in the case of negative WOM, only perceived interpersonal closeness of friends has a significant positive influence on consumers' WOM.

Practical implications

When attempting to promote positive WOM, marketers should choose consumers who possess the “right” subjective characteristics of SNSs (i.e. low anonymity, high interpersonal closeness of friends and a large number of friends). At the same time, marketers should monitor the emergence of consumers' negative WOM, especially those consumers who have a high level of interpersonal closeness of friends in SNSs, and respond to the content of negative WOM without delay.

Originality/value

This study investigates the influence that subjective characteristics of SNSs have on consumers' WOM sharing and therefore contributes to the literature on the antecedents of WOM generation and also contributes to the research that compares positive WOM with its negative counterpart.

Details

Online Information Review, vol. 44 no. 5
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 21 September 2022

Shuman Zheng and Dongjin Li

The usage of augmented reality (AR) in online shopping websites provides a “try-on” experience for consumers. AR technology combines the virtual and real world. Previous studies…

Abstract

Purpose

The usage of augmented reality (AR) in online shopping websites provides a “try-on” experience for consumers. AR technology combines the virtual and real world. Previous studies have addressed AR usage’s benefits to consumers’ online shopping experience. However, this study aims to explore the dark side of AR usage in consumers’ online purchasing process.

Design/methodology/approach

The authors conduct six experiments to examine whether AR usage leads to adverse effects on consumers’ purchase intention and explain the mechanism of its dark side.

Findings

The result shows that AR usage in online shopping websites reduces consumers’ purchase intention. The authors further reveal that the usage of AR leads to more vital psychological ownership of the product, and psychological ownership positively relates to cognitive conflict. Cognitive conflict explains the negative influence of AR usage on purchase intention.

Originality/value

First, to the best of the authors’ knowledge, this is the first study to explore the impact of embedded AR function of websites on consumers’ decision-making process. Also, it is the first study on the application of AR in a real shopping scene, which makes the study of AR close to reality. Second, psychological ownership is introduced in this study. Although there are many types of research on psychological ownership, few scholars have explored it in AR research. Third, most studies stress the advantages of using AR during purchase; this research demonstrates that embedding AR function in a shopping website may negatively affect purchase intention.

Details

Nankai Business Review International, vol. 14 no. 1
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 1 November 2018

Bo Wu, Dongjin Li and Chubing Zhang

The purpose of this paper is to examine the interaction effect of moral identity and construal level on consumer green consumption and the mediating role of pro-environmental…

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Abstract

Purpose

The purpose of this paper is to examine the interaction effect of moral identity and construal level on consumer green consumption and the mediating role of pro-environmental self-accountability.

Design/methodology/approach

The authors examined the hypotheses in two experiment studies. In study 1, the authors measured participants’ chronic individual difference of moral identity and primed construal level. In study 2, the authors primed moral identity and measured chronic individual difference of construal level. The authors also measured pro-environmental self-accountability in these two studies.

Findings

The results reveal that construal level moderates the relationship between moral identity and consumer green consumption, specifically, when consumers are induced a high construal level, moral identity has no effect on consumer green consumption, while when consumers are induced a low construal level, moral identity has a positive effect on consumer green consumption; the interaction of moral identity and construal level on green consumption is mediated by pro-environmental self-accountability.

Research limitations/implications

This research enriches the literature on how to improve consumer green consumption, and thus has some managerial and public policy implications. But the authors only chose students as participants and the dependent measures are also limited. Future research can choose other type of sample and other dependent measures to test the generalization of the conclusion.

Originality/value

Prior literature of green consumption lacks research on mediation mechanism. Due to prior literature gaps, the authors integrate social-cognitive perspective moral identity theory, especially the in-group circle expansion of moral identity, and construal level theory to investigate the moderating effect of construal level on the relationship between moral identity and green consumption and the mediation effect of pro-environmental self-accountability.

Details

Journal of Contemporary Marketing Science, vol. 1 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 19 August 2022

Peipei Jia, Dongjin Li, Huizhen Jin and Yudong Zhang

This paper aims to propose a framework model of belief consistency on the confirmatory bias theory, trying to explore the interactions between cues of credence-label structure and…

Abstract

Purpose

This paper aims to propose a framework model of belief consistency on the confirmatory bias theory, trying to explore the interactions between cues of credence-label structure and different controversial types of health foods, as well as the intermediary mechanism of belief consistency.

Design/methodology/approach

This paper presents a conceptual framework of belief consistency based on confirmation bias theory. The interactions between cues of credence-label structure and different controversial types of health foods, as well as the intermediary mechanism of belief consistency.

Findings

Consumers’ willingness to purchase varies under interactions between cues of credence-label structure (product-level and ingredient-level credence-label cues) and different controversial types of health foods (noncontroversial health foods and controversial health foods). In the consumption context of noncontroversial health foods, the presence of product-level credence-label cues causes confirmation bias, greater perception of health belief consistency and higher willingness to purchase healthy foods. In the consumption context of controversial health foods, the presence of ingredient-level credence-label cues results in the prevention of confirmation bias, lower perception of unhealthy belief consistency and higher willingness to purchase health foods.

Originality/value

This paper offers a significant tool for researchers to enrich relevant theories in the field of the conceptual framework of cues of credence-label structure. It also discusses practical implications for enterprise marketing and for the health and welfare of consumers.

Details

Nankai Business Review International, vol. 14 no. 4
Type: Research Article
ISSN: 2040-8749

Keywords

Content available
Article
Publication date: 2 November 2010

Cheng Lu Wang, Dongjin Li and Guoqun Fu

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Abstract

Details

Journal of Consumer Marketing, vol. 27 no. 7
Type: Research Article
ISSN: 0736-3761

Article
Publication date: 12 June 2009

Dongjin Li, Ying Jiang, Shenghui An, Zhe Shen and Wenji Jin

The purpose of this paper is to investigate how young Chinese consumers' money attitudes influence their compulsive buying behavior.

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Abstract

Purpose

The purpose of this paper is to investigate how young Chinese consumers' money attitudes influence their compulsive buying behavior.

Design/methodology/approach

In total, 303 undergraduate students from Tianjin and Ningbo (two major cities in coastal China) answered a self‐administered questionnaire.

Findings

Money attitudes were found to significantly affect young Chinese consumers' compulsive buying behaviour. Specifically, the Retention‐Time dimension significantly affected both male and female consumers' compulsive buying. However, the Power‐Prestige dimension only affected male consumers' compulsive buying. Finally, the Quality dimension had a greater impact on male than on female consumers' compulsive buying.

Research limitations/implications

The data were collected in two major cities in the coastal region of China. Given the differences between coastal and inland China, caution must be taken when generalizing the research results to young consumers from inland China.

Practical implications

The discussion of the relationships between young Chinese consumers' money attitudes and their compulsive buying will help marketers and policy makers to better understand these consumers' spending behaviour. Thus, marketers can identify new market opportunities and form marketing strategies to target young consumers in China. On the other hand, policy makers can also form more effective education strategies to help young consumers to spend wisely.

Originality/value

Different from previous research in money attitudes and compulsive behaviour, the research provides an in‐depth overview of how male and female young Chinese consumers perceive money and how their beliefs about money affect their spending.

Details

Young Consumers, vol. 10 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 4 November 2014

Dongjin Li, Cheng Lu Wang, Ying Jiang, Bradley R. Barnes and Hao Zhang

The purpose of this research is to differentiate and examine how country image (cognitive and affective image) has different impacts on product judgment and purchase intention in…

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Abstract

Purpose

The purpose of this research is to differentiate and examine how country image (cognitive and affective image) has different impacts on product judgment and purchase intention in rational versus experiential purchases.

Design/methodology/approach

A large-scale survey involving over 1,200 consumers was conducted in China. Structural equation modeling was used to analyze the data and test hypotheses.

Findings

Empirical results show that the impact of country image on consumer purchase intention is mediated by general and category product image. In particular, the impact of cognitive country image on category product image is fully mediated by general product image in both rational and experiential purchases, whereas the affective country image has a direct impact on category product image in experiential but not in rational purchases.

Research limitations/implications

This research extends the extant country-of-origin literature and shows that the product image dimension of the country-of-origin construct mediates the effect of the country image dimension of the country-of-origin construct on consumer purchase intention, and demonstrates the different effect of affective country image on product image in rational versus experiential purchases.

Practical implications

The findings of this research can help multinational marketers, exporters and retailers to better decide when to benefit from their positive country image and avoid the potential pitfalls associated with negative country image.

Originality/value

This study differentiates between cognitive and affective country image and between general and category product image. Thus, it provides insight to further understand how country image can influence consumer product judgment and purchase intention differently in rational and experiential purchases.

Details

European Journal of Marketing, vol. 48 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 5 March 2010

Dongjin Li, Shenghui An and Jongseok Ahn

The purpose of this paper is to explore how differently Chinese consumers, located in different regions, perceive country image.

Abstract

Purpose

The purpose of this paper is to explore how differently Chinese consumers, located in different regions, perceive country image.

Design/methodology/approach

In total, 1,257 consumers from Beijing, Shanghai, Qingdao, Shenyang, and Wuhan are surveyed.

Findings

The results demonstrate that Chinese consumers in different regions focus on the different country image factors when they perceive the general quality of foreign products. Emotional and cognitive factors have a more significant effect on the consumers' perception of the product's quality than normative factor in Beijing and Wuhan. In the case of Shanghai, emotional factor has the strongest effect, cognitive factor has the modest and normative factor has the weakest. Cognitive and normative factors have a significant effect on the consumers' perception of the product's quality in Qingdao and only cognitive factor has a significant effect in Shenyang.

Research limitations/implications

The proportion of young consumers who are in their early 20s accounts for 63 percent of the sample, which may propose the representative problem of the sample, affecting the contents of the regional differences in the Chinese market.

Practical implications

The results suggest that not only the businesses' marketing activities to improve the company image are important, but the government's national promotional strategies to improve the country image are also important. It is suggested that regional heterogeneity of Chinese market should be carefully considered when implementing effective marketing strategies.

Originality/value

The paper provides an in‐depth investigation into how the country image influences Chinese consumers differently from those who are located in different Chinese regions when they perceive product quality from various foreign countries.

Details

Nankai Business Review International, vol. 1 no. 1
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 2 October 2019

Heping He, Yanni Liu and Zhimin Zhou

With the rapid development of social media in the past few years, some dark aspects of usage have appeared, e.g., Weibo addiction. Therefore, the purpose of this paper is to…

Abstract

Purpose

With the rapid development of social media in the past few years, some dark aspects of usage have appeared, e.g., Weibo addiction. Therefore, the purpose of this paper is to address the question of how Weibo keeps users hooked.

Design/methodology/approach

The study utilizes the netnography method to explore the symptoms of Weibo addiction and how it is formed.

Findings

First, some Weibo users have typical symptoms of addictive behavior, such as withdrawal, loss of control and general living problems; second, narcissism plays an important role in the process of Weibo addiction and has a stronger effect on content generation than content consumption; third, some users use Weibo as a means to alleviate anxiety, but they can then become more anxious owing to addiction; and fourth, the effect of comments has two sides – on the one hand, comments are one kind of feedback to posts, satisfying posters’ social needs, while on the other hand, a storytelling system consists of one post and its comments, upon which some Weibo users become more dependent.

Research limitations/implications

This research is only a preliminary, exploratory study. Therefore, care should be taken when interpreting these findings.

Practical implications

This study should help social media service providers and users to pay attention to the risk of social media addiction. Social media service providers should take social responsibility, design more user-oriented guidelines for marketing ethics and launch more responsible marketing activities. Users should enhance self-control and better balance social media use and offline real life.

Originality/value

Netnography has not been widely used as an addictive behavior research technique. This study is further bolstered because it has also noticed the difference of addiction mechanisms between addictive micro-bloggers and their followers.

Details

Journal of Contemporary Marketing Science, vol. 2 no. 2
Type: Research Article
ISSN: 2516-7480

Keywords

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