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The purpose of this paper is to investigate the relationship between e-marketing (eM) and consumers’ buying behavior particularly exploratory buying behavior tendencies (EBBT) with moderating effect of a gender in the context of China.

Structural equation modeling using SPSS/AMOS was majorly applied to ascertain the relationship and hypotheses testing. First, the correlation of eM toward EBBT is examined using five factors: internet marketing (IM), e-mail marketing (EMa), intranet marketing (IMa), extranet marketing (EM), and mobile marketing (MM). Second, the relationship of each dimension of the eM model is determined autonomously to ensure the importance of such emerging technologies in marketing communications. Third, the effect of gender as a moderator is measured. To this end, primary data were collected through random distribution of the questionnaires among 1,600 consumers particularly students of the universities between February 2016 and August 2016 within North China.

The findings revealed that eM has a significant correlation on consumers’ EBBT. The comprehensive analysis of each factor of eM, i.e., IM, EMa, IMa, EM, and MM is positively correlated to EBBT. The present study revealed that gender did not moderate among the relationships of eM and EBBT. Additionally, study furnishes practical directions on how managers can utilize such emerging and revolutionary technologies in marketing activities to probe, understand, and reinforce consumers’ buying behavior.

The research has limitations related to geographical location and sample size which thus limits the widespread generalization.

This study affirmed that organizations must engage the consumers using such technologies that are more likely acceptable by consumers in the present customer-oriented and digital era. The marketers must engage consumers the way they wish to be engaged by developing appropriate promotional strategies. The study provides possible implications both theoretical and managerial along with a contribution to the literature of eM and consumers’ buying behavior.

Understanding the emerging technologies may furnish valuable insights for individuals to work well within Chinese SMEs.

The topic of eM has acknowledged as an evolving concept which is gaining an intense concern of both academician and practitioners. Therefore, more research mainly empirical work is still needed to probe the insights of eM across the globe. This study attempts to fulfill such need with empirical evidence together with an in-depth examination of eM determinants, collectively and autonomously.

A lot of literature is available that discusses personal determinants of organic food consumption. However different models and determinants are used in the literature. This paper aims to provide an overview, within a framework linking Schwartz' values theory and the theory of planned behaviour (TPB). Also it seeks to focus on the importance of affective attitude, emotions, personal norm, involvement and uncertainty related to organic food consumption.

The paper is based on secondary data sources, namely the literature concerning personal determinants of organic food consumption.

Both the values theory and the theory of planned behaviour have been referred to as relevant theories for better understanding consumers' choice for organic food. Organic food consumption decisions can be explained by relating attributes of organic food with more abstract values such as “security”, “hedonism”, “universalism”, “benevolence”, “stimulation”, “self‐direction” and “conformity”. Appealing to these values can positively influence attitudes towards organic food consumption. Besides attitude, subjective and personal norm and (perceived) behavioural control influence consumption of organic food.

More research related to the role of uncertainty (reduction) during the process of buying organic food is recommended.

Relatively little research has examined the affective component of attitude and emotions in relation to organic food consumption, while these may play an important role as drivers of involvement and thus help to jolt food purchasers out of their routine of buying conventional food and set a first step to adopt organic food.

To the authors' knowledge, this is the first paper providing a comprehensive overview and linking the literature on organic food consumption to the values theory and the theory of planned behaviour, including the role of personal norm and focusing on emotions. The proposed integration of mental processing in an organic food consumption model leads to interesting hypotheses and recommendations for policy makers, researchers and stakeholders involved in the organic food market.

The purpose of this paper is to examine the influence of innovativeness, change seeking and cognitive effort on consumer responses to traditional versus virtual testing environment.

The empirical study collects concept evaluations of five heterogeneous consumer appliances, from 400 members of an online panel. Generalizability theory (hereafter G theory) is used to assess the psychometric quality of the evaluation data in different testing environments.

The results show that subjects with high innovativeness and change seeking report significantly more favorable concept evaluations and generate better quality data. However, the effect of innovativeness on testing outcomes and data quality would be reduced in virtual testing environment.

The results indicate that using firm or industry norms to interpret the testing outcome will be biased unless it accounts for whether the screening processes result in equally innovative or variety seeking samples of respondents.

Managerially, the current results indicate that a product manager wanting to concept test a pool of appliance concepts can benefit from screening for the respondents, who will provide higher quality concept testing data in a traditional testing environment. However, the effects of traits on data quality are mitigated in a virtual testing environment. The findings provide a surprising insight that subject selection is not a more critical issue in virtual testing.