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In this study, the authors examine the impacts of two facets of retail employees' cognitive support and affective commitment on emotional labor-related outcomes.

To test the study hypotheses, 521 retail service employees participated in the survey. By using the structural equation modeling, the results show that employees' perceived organizational support directly and positively employees' affective organizational commitment and emotional exhaustion.

By using the structural equation modeling, the results show that employees' perceived organizational support directly and positively influence employees' affective organizational commitment and emotional exhaustion. The extent of employees' affective organizational commitment directly and negatively influences emotional labor and exhaustion. Furthermore, employees' emotional exhaustion exerts an influence on retail employees' propensity to leave.

Drawing on social exchange and conservation of resources theories, this study contributes to emotional labor research and practices by examining factors that potentially influences employees' propensity to leave. For future studies, researchers can expand the proposed framework of the current study to other retailing settings.

Findings of the study suggest that retail organizations need to manage employees' support and commitment concerning to understand emotional labor.

The current study found that employees' affective commitment influences key emotional labor constructs including emotional labor and emotional exhaustion. Employees who have a high level of identification, involvement and emotional attachment toward the organization, they are less likely to feel of overload and inefficiency. Given the importance of emotional labor in the retailing setting, the proposed model and findings of this study contribute the existing knowledge of retail employees' behavior.

This study aims to investigate determinants such as performance expectancy (PE), health beliefs (HB), technological compatibility, trust and social influence (SI) of customers' efforts to cope with problems associated with using wearable health technology, thereby determining their use intention of such products. The moderating effect of the demographic variables is also investigated.

An online survey was used to collect panel data from 285 respondents in China. Structural equation modeling was used to test the hypotheses, and interaction moderation was applied to test the moderating effect of the demographic variables.

The results show that HB, technological compatibility, trust and SI significantly impact coping efforts associated with usage, which significantly influences intention to use. Only income significantly moderated the effect of coping efforts on the intention to use.

This is the first study combining coping theory and UTAUT to develop a model of drivers that encourages customers to overcome the constraints of using wearable technologies.

The study explores different types of anti-luxurians on social media (SM), the characteristics of luxury brands, tendencies to disengage and the opposition to them to propose future directions for luxury marketing in the post-pandemic world.

A qualitative approach was employed, wherein 979 posts from SM platforms were analyzed with the text analytics software package KH Coder through word-frequency analysis and an inductive technique.

The analysis identified the presence of eight types of online anti-luxurians: true luxurians, nature-experienced lovers, life simplifiers, anti-haulers, highly expected consumers, natural environment protectors, antidiscrimination consumers and historic-politic antagonists. Their degree of disengagement and opposition were discussed and graphically mapped.

This is the first study to discover various types of anti-luxurians on SM platforms and graphically map their level of disengagement and opposition toward luxury brands. This study fills an existing critical gap in the luxury marketing literature.

This paper aims to investigate the key characteristics of parent brands and the relationships among customer perceived value (a second-order construct containing financial, functional, individual and social attributes), parent brand loyalty and the willingness to pay for a premium extended brand. Moreover, the moderating effect of self–brand integration on the influences in the model is examined.

Data were collected in two countries, the USA (n = 535) and China (n = 511), through an online survey. Structural equation modeling and a multi-group analysis were used to analyze the data.

The results show that perceived quality and premium brand authenticity are two important predictors of perceived value. The relationships among perceived value, parent brand loyalty and willingness to pay for an extended premium brand were significantly supported. In addition, self–brand integration was found to moderate the relationship between perceived value and loyalty to the parent brand.

Wine marketers and managers can use recommendations to establish effective brand extension strategies to help the industry know what essential characteristics of a parent brand to focus on and maintain sustainable development through the customer–extended brand relationship.

Previous researchers have discussed wine consumption behaviors or branding strategies. By limiting combining two theories (flow theory and the theory of planned behavior), this paper proposes a chain of behaviors to optimize customer experience to develop a brand extension strategy based on key characteristics of the parent brand.

The purpose of this study is to investigate the evaluation of desirability/feasibility and adoption intention for the self-service technology of “older” consumers. This study also aims to show that the evaluation of desirability/feasibility and adoption intention varies depending on the type of customer value provided by self-service technology. Moreover, the authors improve the understanding of “older” consumers by comparing the adoption behavior through three proxies that express consumer aging: chronological age, subjective age and future time perspective.

This study was performed as an experimental design by manipulating advertisement messages of self-service technology for online grocery shopping according to customer values. There are two analytic methods applied in this study. First, the current study compares the effects of chronological age, subjective age and the future time perspective on the evaluation and adoption intention of self-service technology by using structural equation modeling. Second, this study examines the moderation effect of customer values by conducting a multi-group analysis.

The results of current research indicate that the future time perspective explains participants’ evaluation and adoption intention of self-service technology compared to chronological age and subjective age. Specifically, participants who perceive their future time to be limited, rather than expansive, negatively assess the expected desirability and feasibility of self-service technology. In addition, the results of the moderation test show that the future time perspective affects more significantly the evaluation and adoption intention of self-service technology when the functional value is emphasized rather than emotional or social value.

The results of this study showed that the effect of future time perspective on expected desirability and feasibility was almost significant in each sub-dimension, but there were relatively few factors influencing trial intention. In this respect, it is necessary to look into the impact of the details of desirability and feasibility along with other variables known to influence the adoption of self-service technology related to aging. It would be meaningful to find and operationalize items that are valid for older consumers, rather than the desirability and feasibility elements typically applied to self-service technology.

This study contributes to the extension of the socioemotional selectivity theory that has been suggested to interpret older consumers’ behaviors. This research applies the concept of future time perspective to the assessment of desirability and feasibility and adoption intention. At the same time, for the marketing managers, the comparison between proxies that represent aging proposes the ways to attract “older” consumers with appropriate emphasis on customer values.

Traditionally, international luxury marketing highlights possible disparities of cultural and value perception. The context-specific nature of traditional international luxury marketing, which ranges from educational and cultural to financial and offering-based variations, delivers little guidance to managers in the field regarding how to cater best to their highest target segment. The study aims to exemplify the relevance of global consumer culture (GCC) theory for the ultra-high-net-worth-individual (UHNWI) context. The authors' research on UHNWIs maps the DNA, so to speak, of the UHNWI customer experience (CX) by determining what drives UHNWI purchasing behavior independent of background – in other words, what matters most to this exclusive consumer segment.

Interviewing 15 UHNWIs using a means-end approach and incorporating the emerging consensus technique (ECT), the authors explored the CX of UHNWIs leading to their purchasing decisions.

The authors' analysis reveals the three main constituents of the UHNWI CX: the value of time, expectation mismanagement and the utilitarian nature of luxury. The findings highlight that UHNWIs see traditional luxury as a necessity rather than a luxury and value different factors, such as time, much more highly. The findings highlight the UHNWI homogenous nature, connecting GCC to purchasing behavior.

The authors' study delivers empirical evidence of what matters most to the UHNWI segment and drives their purchasing behavior. The authors are questioning existing luxury segmentation strategies and lay out a clear guidance on how to design and deliver effective and efficient marketing, sales and communications strategies for the elusive UHNWI segment. The research highlights that it is the experience and the three main dimensions, namely expectation mismanagement, luxury as a utility and the value of time. Following UHNWI CX DNA framework will allow luxury companies to build their marketing and client acquisition efforts on a solid understanding of what matters most to the UHNWI target segment.

The study highlights the commonalities of UHNWIs in terms of what matters most to them. Based on this, the authors develop a UHNWI CX DNA. The authors propose that traditional context-specific differences upheld by international marketing researchers might not apply to the UHNWI segment. The authors deliver evidence that UHNWI are an excellent example of the applicability of GCC theory. The only difference in perception the authors noticed was between CX evaluations of self-made UHNWIs and those who inherited their wealth in an otherwise homogenous segment.

This study examined how consumer competition affects purchase intention. The anticipated loss of not buying and the anticipated gain of buying are considered the underlying mechanism. This research also demonstrated the moderating effects of situational factors such as purchase importance and prior brand attitude.

In total, 200 responses were collected from an experiment that manipulated the level of consumer competition in the retail environment. Structural equation modeling (SEM) and multigroup analysis were used to test the hypotheses.

The results indicated that perceived competition positively affects both the anticipated loss of not buying and the anticipated gain of buying. Among these, only the anticipated gain of buying significantly increased purchase intention. However, for participants with lower purchase importance or prior brand attitude, both the anticipated loss of not buying and the anticipated gain of buying significantly affected purchase intention.

The findings suggest an appropriate communication method when practicing retail strategies related to competition. In particular, the consideration of intervention of purchase importance and prior brand attitude helps retail managers execute marketing strategies more effectively.

This study verified the effect of consumer competition on purchase intention in terms of anticipated losses and gains related to buying. Moreover, the moderation effects of situational factors such as purchase importance and prior brand attitude were initially examined in the context of consumer competition.

The purpose of this study is to develop a conceptual model to examine the effect of word-of-mouth in the retailing of Chinese consumer electronics in the US. This study aims to show that word-of-mouth affects directly or indirectly consumer trust-loyalty link for Chinese consumer electronics.

A research framework was designed to test the direct and indirect relationships with structural equation modelling regarding how word-of-mouth affects consumer trust and loyalty for Chinese consumer electronics in the US consumers.

The results indicate that word-of-mouth increases consumer trust directly whereas decreases consumer trust through two types of consciousness (i.e. health and price consciousness), resulting in loyalty. The results also show that ethnocentrism moderates the effect of word-of-mouth. For those with low ethnocentrism, the effect of word-of-mouth on trust exists only in the direct route.

The result suggests that retail managers need to carefully consider the positive and negative influences of word-of-mouth to build consumer trust and loyalty when promoting Chinese consumer electronics. Further cross-cultural research should be explored to generalize the moderating influence of ethnocentrism on the relationship between word-of-mouth and trust-loyalty link.

This study contributes to a better and wider understanding of consumer loyalty regarding Chinese consumer electronics by investigating the effect of word-of-mouth and the differential mediating role of multidimensional consumer consciousness with ethnocentrism.

The purpose of this paper is to establish a framework for millennials’ museum visiting behaviour and to explore the moderating effects of aesthetics and ambience for visiting art museums. This study uses the Stimulus–Organism–Response (S–O–R) model (Mehrabian and Russell, 1974) in order to confirm the relationship among variables.

The data were collected using online surveys from millennial art museum visitors who had visited a museum within three months. In all, 287 responses were collected. Structural equation modelling was used to analyse the model.

Korean millennial visitors pursue hedonic value rather than utilitarian value when they visit art museums. It turns out that hedonic value accelerates visitor satisfaction and promotes visitor loyalty more than utilitarian value in the art museum setting. Both ambiance and aesthetics play stimulating roles in the art museum context and moderate the relationships among visitor-perceived value, satisfaction and loyalty. Utilitarian values are identified as unimportant elements for young Korean museumgoers.

Ambiance and aesthetic factors play important roles in promoting art museum visits. An art museum may elevate its atmospheric factors by emphasising the visit’s fun value (i.e. hedonic value) for millennials.

This study expands on previous studies concerning conceptualization of multidimensional constructs of millennials’ value for experience of arts museums in terms of aesthetics and ambiance. The results also confirm the value of the S–O–R framework in an art museum context.

Existing studies suggest the importance of research related to values and goals and their impacts on consumer involvement. However, cross-cultural examination of values and goals in the context of sport is scarce. To broaden our understanding of the cultural impact of values and goals on sport involvement, the purpose of this paper is to compare perspectives between Easterners (Chinese) and Westerners (Americans).

This exploratory research utilized both online and written surveys to collect two convenience samples from 281 American and 636 Chinese participants. Analysis included descriptive statistics, correlations, and regression analyses.

Results indicated both populations perceived values and goals differently; Chinese responded less favorably to values and goals than American counterparts. Values and goals predicted cognitive and behavioral sport involvement with variance in each population. Results generally supported a large cultural variation between the cultures. Lastly, similarities and differences in the perceived importance of values and goals and their subsequent impacts on cognitive and behavioral sport involvement suggest a need for a unique managerial approach when American businesses enter new cultural boundaries like China.

This research is significant because studies exploring values and goals and their influences on sport consumption at the cross-cultural level are still limited in sport literature. Furthermore, an empirical examination of the impact of values and goals on sport consumers across cultures will help increase generalizability of the findings to sport literature.