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This study explores the profound influence of social and cultural factors on the financial conduct of indigenous tribes and groups. Anchored in Vygotsky's sociocultural theory, the analysis delves into the intricate interplay between cultural elements, such as bricolage, and the immediate availability of financial resources, illuminating their collective impact on the tribes' financial behaviour. Typically residing in proximity, these communities exhibit homogeneity by forming groups exclusive to their clans, lacking access to conventional financial services and tangible assets that dissuade banks from extending loans. Crucially, the social capital embedded within the group dynamics, often referred to as the peer mechanism, emerges as a pivotal conduit for members to secure capital and bank credit. The synergy of bricolage, representing the adept use of available social capital, facilitates access to finance and credit. Despite the existence of social capital and financial literacy programmes, a stark reality persists – a significant proportion of indigenous people remain financially excluded. This chapter endeavours to scrutinise the ramifications of these factors on tribal financial behaviour, employing the Partial Least Squares Structural Equation Modelling (PLS-SEM) method. Proposing a paradigm shift in financial attitudes, the research underscores the imperative of fostering financial inclusion within indigenous tribes and communities.

The purpose of this study is to investigate the effects of different bullet screen types (functional vs social) on the continuous watching intention of consumers, as well as the influence mechanism. In addition, this study analyses the moderating role of consumer motivational orientation on the above effects.

First, objective data were obtained through the crawler to test the proposed hypotheses. An objective data analysis (417 group sample) was conducted to analyse the relationship between the percentage of social bullet screens and consumers sustained growth ratio to indirectly test the primary effect. Second, a questionnaire survey was conducted to test (176 questionnaires) the mediating role of perceived social crowding. Finally, a simulated online contextual experiment (340 participants) is conducted to explore the moderating role of consumer motivational orientation.

First, functional bullet screens produce higher continuous watching intention and lower perceived social crowding than social bullet screens. Second, perceived social crowding mediates the relationship between bullet screen type and continuous watching intention. Third, consumers' motivational orientation type (task-motivated vs recreation-motivated) moderates the relationship among bullet screen type, perceived social crowding and continuous watching intention.

The results of this study shed light on the differential impact of different types of bullet screens (functional and social) on consumers' continuous watching intentions, which makes up for the lack of research on the content of bullet screens in the field of livestreaming. Meanwhile, compared with the previous positive psychological research perspective, this study explores the intermediate mechanism of bullet screen type on consumers' continuous watching intention through a negative psychological perspective, which helps e-commerce companies and streamers better understand the differential impact of different bullet screens. Finally, this study explores the joint influence effect of bullet screen and consumer motivation type, which fills the theoretical research gap of consumer motivation orientation type in the category of live-streaming.

In recent years, there has been significant interest in adopting XR (extended reality) technologies such as VR (virtual reality) and AR (augmented reality), particularly in retail. However, extending activities through reality-mediation is still mostly believed to offer an inferior experience due to their shortcomings in usability, wearability, graphical fidelity, etc. This study aims to address the research gap by experimentally examining the acceptance of metaverse shopping.

This study conducts a 2 (VR: with vs. without) × 2 (AR: with vs. without) between-subjects laboratory experiment involving 157 participants in simulated daily shopping environments. This study builds a physical brick-and-mortar store at the campus and stocked it with approximately 600 products with accompanying product information and pricing. The XR devices and a 3D laser scanner were used in constructing the three XR shopping conditions.

Results indicate that XR can offer an experience comparable to, or even surpassing, traditional shopping in terms of its instrumental and hedonic aspects, regardless of a slightly reduced perception of usability. AR negatively affected perceived ease of use, while VR significantly increased perceived enjoyment. It is surprising that the lower perceived ease of use appeared to be disconnected from the attitude toward metaverse shopping.

This study provides important experimental evidence on the acceptance of XR shopping, and the finding that low perceived ease of use may not always be detrimental adds to the theory of technology adoption as a whole. Additionally, it provides an important reference point for future randomized controlled studies exploring the effects of technology on adoption.

The purpose of this study is to systematically review available state-of-the-art literature on comparative studies on Quick Commerce (Q-commerce) and E-commerce and their greenhouse gas (GHG) emissions.

The literature survey methodology is based on the funneling approach of Kitchenham (2004), where results are obtained according to inclusion and exclusion criteria. The literature review methodology used for this study covers the period from 2016 to 2022. The areas considered for the survey are operations, logistics and supply chain network design for the distribution of goods in e-business. After deciding on the criteria, a total of 140 articles were extracted from 9 journal articles that study e-commerce and environmental emissions.

The result of this study reveals that GHG emissions from both modes of shopping depend on various parameters such as speed of delivery, last-mile depot locations, logistics and vehicle efficiency, customers’ order patterns and average basket size. Furthermore, the findings also highlight the difference between Q-commerce and E-commerce supply chain networks.

This study only accounts for GHG emissions from logistics activities, but there are other sources of GHG emissions in the overall supply chain that are not taken into consideration. Supply chain/business analysts in Q-commerce companies might refer the findings from this study to measure GHG emissions from their operations.

This is the first study in the Q-commerce field that uses a structured approach to find relevant literature from the years 2016 to 2022 and focuses on GHG emission measurement.

Online shopping has recently been evolving more toward the subject area of collaborative online shopping (COS), and customer satisfaction is one of the key determinants for the success of COS. In this study, we investigate the effect of product type and gender and their interaction with customer satisfaction through user involvement in a collaborative online shopping context.

We developed a lab experiment with a mixed two-by-two factorial design to test the proposed research model. We chose gender (male versus female) as the between-subjects factor and product type (utilitarian product versus hedonic product) as the within-subjects factor.

The obtained results indicate that collaborative shopping may require group members to be more involved for a hedonic product than a utilitarian product. When collaboratively shopping for utilitarian products, male groups tend to show a higher level of involvement than female groups. In contrast, female groups show a higher level of involvement than male groups when collaboratively shopping for hedonic products. Furthermore, our results indicate that greater involvement in COS may lead to higher satisfaction.

Websites that sell hedonic products should first adopt the design elements that support COS. Meanwhile, online sellers should be aware that the gender gap still exists as online shopping evolves toward social online shopping. In addition, COS websites should provide more design elements (e.g. co-browsing, avatar embodiment, video chat and voting tools) to stimulate user involvement.

In this paper, we employ the theory of consumption values, which decomposes COS value into the utilitarian and hedonic dimensions, as a theoretical foundation to investigate the effect of product type and gender together as well as their interactions in the COS context. The obtained findings may provide various insights and empirical evidence to improve the understanding of how to target male and female customers across different product types in the COS context.

This paper aims to synthesize the existing literature on virtual reality (VR) in the luxury fashion industry, discuss the current practical applications of VR technologies and review previous research undertaken in the luxury fashion field.

This paper conducts a systematic review and thematic analysis of existing literature to evaluate current research concerning VR and the luxury fashion industry. This search initially returned a total of 1,131 sources. After establishing and applying criteria of exclusion and inclusion, a total of 46 articles were selected for the thematic analysis.

Five major themes were identified, including virtual luxury fashion consumption, VR in marketing communication, virtual try-on, VR retail (including virtual fashion retail spaces) and virtual worlds (including customers’ virtual representation as avatars). The importance of these themes for the study of VR in luxury fashion is supported by relevant studies in the literature.

Whilst research into VR use within luxury fashion has increased recently, it remains fragmented. Given the absence of a comprehensive review addressing this topic within the literature, this paper will help scholars and fashion brands better understand the effects of VR on the luxury fashion industry. By integrating current practice and existing research, this paper contributes to a better understanding of how and where VR is used in luxury fashion contexts.

This study analyzes how small French retailers are adapting their front-office to the digitalization of their business environment.

The qualitative study focuses on dynamic capabilities of 27 independent French retailers, in a wide variety of sectors.

The digitalization of small retailers does not date from the pandemic health crisis. Small retailers are willing, agile and organized to make controlled progress, ranging from the visibility on social networks to online sales with its specific logistical constraints. Even if their presence on marketplaces is trickier to implement, it represents the culmination of the digitalization process, once their online store has been launched. The digital transformation of independent retailers should be less radical than for large retailers.

By distinguishing between the concepts of adaptive, absorptive and innovative capabilities, this research highlights strong differences between small retailers, that is SMEs, and larger companies. In terms of adaptive capabilities, it confirms that small retailers are not embracing digitalization as a fad, but because of real changes in the market, and particularly in demand. In contrast to large companies, small retailers drive it more around external objectives linked to their intimate knowledge of changing customer behavior (customer centricity). In terms of absorptive capabilities, the success or failure of digital transformation weighs directly on the entrepreneur's shoulders, but is less hampered by technological legacy. Despite interviews only conducted in the Paris region, it converges with professional studies carried out on a larger scale in France. Its widespread use is certainly easier in countries at the same stage of commercial development.

In terms of innovative capabilities, independent retailers need to focus on four key areas: reinventing the in-store experience; increasing visibility on social networks; creating an online store; being present in one or two marketplaces or creating a common platform with other local merchants.

This research is one of the first to analyze the digital transformation experienced by small structures. It draws on the concept of dynamic capabilities, well-suited to technologically and commercially dynamic markets. It puts into perspective studies carried out in other countries on less diversified types of shops. Unlike other studies examining the front office, it does not exclude stores and SEO in marketplaces.

The study aims to explore how young adults perceive cooking contents on social media and their interaction with it.

Qualitative study using semi structured interviews with Brazilian young adults who cook (19–24 years old, n = 31) was the method employed. Interview audio recordings were transcribed and submitted to inductive and reflexive thematic analysis.

Data analysis generated six different themes. Young adults valued the profiles’ aesthetics and quality in terms of straightforwardness, trustworthiness, novelty and authenticity of information; they also identified with the profiles’ authors. When pressed for time, aesthetics was less valued than straightforwardness. Participants felt overwhelmed by the excessive information on social media and developed coping strategies to deal with this issue.

The lack of cooking and food skills is a recognized barrier for healthy eating in the young adult population. Social media can play a prominent role in delivering cooking-related information to the younger generation, but research on people’s perceptions of the cooking content available online is scarce and does not focus on how actual engagement with the available content happens. This qualitative exploration revealed which features young adults prefer when using social media to access cooking content, which can inform future interventions to promote cooking and improve health.

In online purchase for dietary supplements, due to the lack of professional advice from pharmacists, electronic word-of-mouth (eWOM) has become an important source of information for consumers to make purchase decisions. How can firms use eWOM resources to increase sales? The purpose of this paper is to provide practical methods for firms by exploring the effects of eWOM on sales and developing a sales prediction model based on eWOM.

The data came from 120 dietary supplements on Tmall.com. The authors extracted the product sales as dependent variable and 11 eWOM factors as independent variables. The multicollinearity was tested by using variance inflation factor and least absolute shrinkage and selection operator. The multiple linear regression was used to investigate the effects of eWOM on sales. Drawing on white- and black-box approaches, six models were developed. Comparing the root mean square error, the authors selected the optimal one as their target sales prediction model.

Product ratings, total reviews and favorites are positively and strongly associated with sales. Questions and additional reviews have negative effects on sales. The random forest model has the best prediction performance.

The research focuses on eWOM of dietary supplement. First, the authors show that easily accessible eWOM from online platforms can be used to evaluate effects and predict sales. Second, the authors introduce white- and black-box models through machine learning to assess eWOM. Firms could use the described models to foster their marketing initiatives.

School kiosk offerings play a crucial role in the dietary behavior of students. The importance of healthy meals in schools is emphasized again and again, but there is a lack of practical implementation and literature data on kiosk offers and acceptance. This study aimed to analyze the reasons and improve the situation.

Individual nutrition knowledge and behavior as well as purchasing behavior at a typical kiosk scenario at schools were collected. Based on the outcome, a concept for improving the school kiosk offerings according to the quality standard of the German Nutrition Society was developed. Many obstacles and challenges had to be overcome in the transition to healthier offerings and their implementation. In the course of these changes, the creation of a new feel-good cafeteria lounge was deemed necessary and finally realized.

A large percentage of the school kiosk offerings did not meet the desires of the school community. Opportunities to improve the school kiosk service were identified. The skillful planning of structural changes towards healthy food offers and warm meals on two weekdays made it possible to implement the official nutrition standards for healthier meals at school kiosks, despite long-term challenges for food providers.

After a critical analysis of the reasons for the lack of politically desired standards for healthier meals at school kiosks, a new implementation culture is presented and was successfully applied to overcome barriers and challenges through an incremental-dynamic concept strategy with iterative cooperation between the actors of food service providers, school administration, school management, teachers and students.