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Article
Publication date: 19 March 2020

Xiaojun Fan, Nanxi Ning and Nianqi Deng

Previous studies have considered customers' psychological responses to intelligent retail technology adoption, but have not considered how technology integration systems could…

2540

Abstract

Purpose

Previous studies have considered customers' psychological responses to intelligent retail technology adoption, but have not considered how technology integration systems could promote the relationship between retailers and consumers. Based on the Stimulus–Organism–Response framework, this paper proposes a customer engagement model in a fully intelligent retail environment. The concept of the quality of intelligent experience is constructed from the perspective of customer experience, and the effect of the mechanism of smart retail on the customer engagement relationship is discussed.

Design/methodology/approach

Using two surveys, this study analyzes 201 (in study 1) and 321 (in study 2) questionnaires by using structural equation model in partial least square software.

Findings

The analysis shows that the human–machine interaction, intelligent systems and the product content of the quality intelligent experience significantly impact customer engagement on smart retail.

Research limitations/implications

This research was designed for general retail products, without distinguishing between different product types. Thus, it did not consider the moderating effect of product types.

Practical implications

The findings enrich the intelligent retail technology field and provide operable guidance to help smart retailers improve customer relations.

Originality/value

This paper proposes a customer engagement model to describe how technology integration systems promote the relationship between retailers and consumers.

Details

Marketing Intelligence & Planning, vol. 38 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 27 December 2021

Nianqi Deng, Xinyu Jiang and Xiaojun Fan

Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study…

2802

Abstract

Purpose

Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media.

Design/methodology/approach

Data were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0.

Findings

The three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors.

Practical implications

The findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media.

Originality/value

This study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 11 September 2020

Xiaojun Fan, Xinyu Jiang, Nianqi Deng, Xuebing Dong and Yangxi Lin

Using WeChat moments as an example, this article explores the impact of user role conflict on privacy concerns, social media fatigue and the three dimensions of discontinuous…

2740

Abstract

Purpose

Using WeChat moments as an example, this article explores the impact of user role conflict on privacy concerns, social media fatigue and the three dimensions of discontinuous usage intention: control activities, short breaks and suspend usage intentions. Moreover, the moderating function of self-esteem in this process is examined.

Design/methodology/approach

The conceptual model includes role conflict, privacy concerns, social media fatigue, discontinuous usage intention and self-esteem. Three hundred and thirty-one questionnaires were collected using an online survey, and the data were analyzed with structural equation and hierarchical regression modeling.

Findings

The results show that (1) role conflict positively affects privacy concerns and social media fatigue; (2) privacy concerns also positively affect social media fatigue; (3) privacy concerns positively affect control activities intentions, although their impact on short breaks and suspend usage intentions is not significant, whereas social media fatigue significantly influences control activities, short breaks and suspend usage intentions; and (4) self-esteem negatively moderates the influence of role conflict on privacy concerns.

Research limitations/implications

A key limitation of this research is that it is designed for WeChat. Therefore, the question of whether other social media platforms face role conflict or discontinuous usage problems should be explored in the future.

Originality/value

The article is interesting in that it focuses on the discontinuous usage of social media and identifies factors that contribute to the discontinuous usage of social media. The findings make some theoretical contributions to, and have practical implications for, research into social media usage.

Details

Information Technology & People, vol. 34 no. 3
Type: Research Article
ISSN: 0959-3845

Keywords

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