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The rapid development of live-streaming commerce has increased companies’ marketing effectiveness. While previous studies have explored the effects of its technical features on consumers, the effects of marketing-related factors remain unknown. This study aims to investigate the effects of the marketing elements of live-streaming commerce on consumers’ purchase intentions.

The research model is derived from the Yale model and the benefit–risk framework. To test the study hypotheses, data were collected through a questionnaire survey of 392 live-streaming shoppers and analyzed using SmartPLS.

The empirical results indicate that broadcaster competence and online crowding increase consumers’ perception of price attractiveness while reducing their perceived uncertainty. Information diagnosticity also reduces consumers’ perceived uncertainty. Furthermore, purchase intention is positively and negatively affected by perceived price attractiveness and perceived uncertainty, respectively. Finally, product scarcity moderates the relationships between broadcaster competence, online crowding, information diagnosticity, perceived price attractiveness and perceived uncertainty.

The study identifies the different marketing elements in live-streaming commerce and their effects on consumers’ value evaluations and purchase intentions. The findings provide comprehensive insights into the antecedents of live-streaming shopping and offer new perceptions and recommendations for practitioners.

While regular price discount (RPD) promotions remain popular, marketers have also introduced gambled price discounts (GPDs) in recent years. There is a need to understand the performance and limitation of the relatively novel GPD, because the importance of pricing and the surprise element inherent in GPD could cause the promotions to backfire when inappropriately applied. This study compared the performance of GPD and RPD via consumers' perception of their attractiveness through quality cues of product types (experience and search goods) and word-of-mouth (WOM) content (affective and cognitive).

Analysis of variance (ANOVA) was applied on a 2 (product type: experience goods [hotel rooms] vs. search goods [printers]) × 2 (word-of-mouth type: affective vs. cognitive) × 2 (price promotion type: GPD vs. RPD) between-subjects scenario experimental design (resulting in eight conditions).

Analysis of the 600 returns revealed that RPD does well for both search and experience goods, but GPD is more attractive for the marketing of experience goods. GPD works better with cognitive than with affective WOM.

GPD is a relatively new domain in marketing research. This study contributes to GPD literature and behavioral pricing literature. The study also adds to a better understanding of the dynamics, usefulness and limitations of GPD by considering the roles played by surprise element inherent in GPD and comparing it with RPD.

This research aims to integrate two theories of reference price formation and to test the resulting exemplar‐prototype hybrid (EPH) model's predictions. Study 1 tests the predictions of the EPH model regarding price attractiveness ratings. Study 2 helps to document the process by which the EPH model operates.

The investigation consists of a pair of laboratory experiments that manipulate the skew (positive, negative) of historic price data, and the frequency of the modal price (high, low) in the price history.

Both the skew of prices to which consumers are exposed and the frequency with which the modal price occurs affect recall of the modal price and evaluations of the attractiveness of subsequent prices.

Consumers rely on information about both the price range and individual price points to form reference prices. Common models of reference price effects may be improved by including a non‐linear estimate of the effect of modal price frequency.

Managers are advised to offer a consistent regular price from which occasional discounts of varying value are offered to create a strong memory trace in consumers' minds for the higher “regular” price and avoid such a trace for any one discounted price.

Prior studies detail aspects of the relationship between reference prices and the attractiveness of market prices. This is the first attempt to integrate, rather than contrast, the two predominant types of theories (range‐based, price‐point based) of reference price formation.

This study aims to examine whether adding a quantity scarcity message to a monetary discount helps to improve consumers’ offer-related perceptions and intentions, and how the effectiveness of that message compares with adding time restriction to the offer.

Two experiments, where participants evaluated retail ads and responded to relevant measures, were conducted in two country markets.

Adding either a quantity scarcity message or time restriction to a monetary discount increases the potency of a retail offer. Further, when an offer ad emphasizes product and price-related cues in a balanced manner, time restriction results in more favorable consumer perceptions than scarcity. However, this difference in the messages’ efficacy disappears when the offer strongly emphasizes price-related cues.

The US market sample is more homogeneous than the Indian one. Discounts were presented in terms of advertised reference prices; further research with other discount formats is desirable.

Understanding the relative efficacy of quantity scarcity message and time restriction in discounted retail offers can give managers flexibility in the use of these tools.

This paper addresses scholars’ call for theory-grounded research that provides guidance to retailers on the use of sales promotional tools.

The purpose of this paper is to examine the effects that reference prices and associated information sources (websites that consumers use to explore and their friends who have similar perspectives on value) have on deal evaluation and intention to disseminate electronic word of mouth (eWOM).

A stratified survey is conducted to empirically test the relations between reference prices, associated information sources (the top five Consumer-to-consumer (C2C) websites and top five Facebook friends with similar perspectives and values on consumption), deal evaluation, and eWOM intention. The study uses a Facebook API to help participants pick five Facebook friends to act as their favorite sources for advice on shopping.

The results suggest that consumers’ deal evaluations (as shaped by the recency effects of previous exposure to prices and the influence of Facebook friends and C2C websites) have carry-over effects on their eWOM intentions. The influence of Facebook friends and C2C websites on deal evaluation is as powerful as that of reference price, especially concerning the mean and the lowest prices.

The findings encourage marketers to invest their resources in targeting online groups, and suggest that C2C website marketers should set their offer prices between the mean and the lowest prices.

This study extends prior research on the motives for eWOM dissemination and elaborates an approach to initiate eWOM intention through deal evaluation.

Over-the-top (OTT) services, which provide streaming media through all devices in online setting, have surpassed the traditional content providers in the market. However, there is still no clear empirical evidence that indicates what recommendation agent values affect the users' search experience while using the OTT services and how it leads to continuous subscription. To address this gap, this study aims to examine recommendation agent values influencing search experience, which in turn affects decision satisfaction and continuance intention.

This study empirically develops and tests a research model with data obtained from 212 survey respondents in Korea. Structural equation modeling with partial least square approach was used to analyze the data.

(1) Recommendation agent variables such as match score accuracy, recommended content variety and thumbnail image appeal affect search experience variables such as perceived diagnosticity and perceived serendipity; (2) perceived diagnosticity and perceived serendipity of search experience increase decision satisfaction; and (3) decision satisfaction increases intention to continue to subscribe to OTT services.

Despite the widespread use of recommendation agents in OTT services, limited attention has been paid to understand what specific values of recommendation agents lead subscribers to continue their subscription. The findings of this study clarify subscribers' continuous subscription behavior in OTT services in terms of the recommendation agent values and search experience perspective.

Considering the emergence of Live Streaming Shopping (LSS) in Europe and the scant academic coverage it has attracted in terms of characterization, this study's aim is twofold: (1) explore how both consumers and retailers assess the distinctive attributes of LSS in order to identify its characteristics as a new form of commerce, or even retail format, and (2) analyze the motivations of both consumers and retailers for choosing it.

A hybrid literature review – bibliometric and structured – summarizes the body of research available on LSS. Considering the research gap and the authors' two research questions, a qualitative methodology was adopted. This incorporates three primary data sets, collected in France from LSS experts, retail managers and consumers over 18 months.

LSS is a new online retail format, to be added to the range of existing options as it exhibits a typical retailing mix that is substantially different from other formats. From the retailer's perspective, three main motivations are identified while for the consumer, a total of seven motivations to participate in LSS sessions emerged. This new online format appears to be part of the continuum reflecting omnichannel integration.

Once the LSS literature has been further developed, the bibliometric review could be repeated to better map the field within contemporary research.

Today's retailers cannot ignore LSS: it is a multifaceted hybrid format and touchpoint that is part of an omnichannel strategy and through which both quantitative and qualitative objectives can be achieved.

This paper (1) structures the emerging literature on LSS by developing the first hybrid literature review on the topic; (2) substantiates what characterizes LSS as a retail format from the consumer and retailer perspectives and a retail touchpoint in the consumer's omnichannel journey; and (3) proposes a definition of LSS and a research agenda.

The current study aims to empirically analyze the influence of different information sources, together with the persuasiveness of recommender systems (RSs) on the consumer’s purchase intention (PI). It also expands the research on RSs from the point of view of consumer behavior and psychology, considering perceived usefulness and relevance. In addition, it analyzes how different types of personalized recommendations, along with non-personalized ones, influence PI.

The proposed model has been validated using partial least squares structural equation modeling (PLS-SEM), based on the data collected from 597 online shoppers.

This study proves that both information search and RSs influence PI, being complementary rather than mutually exclusive. Recommender systems’ findings indicate that the PI is primarily influenced by the perceived relevance of RSs, the information provided by manufacturers and reviews. Moreover, only the influence of the perceived usefulness of personalized recommendations strongly affects PI. Conversely, non-personalized recommendations do not affect PI.

Developers should focus on increasing the perceived usefulness and relevance of RSs. Thus, they could adopt the hybridization of RSs with the aggregation of both personal shopping behavior and social network contacts. It should integrate information signals from multiple sources to include sentiment extracted from reviews or links to the manufacturer’s page. Furthermore, the recommendation of discounted products must be only for products preferred by customers, because only these influence the PI.

This research provides a structural model that examines together, for the first time, the influence on the PI of the main RSs and sources of information.

This paper aims to develop an optimal buyback promotion strategy for enterprises, including multibuyback strategy and self-buyback strategy, taking both the consumer's multichannel psychological acquisition attributes and remaining market into account.

Based on the game theory and Hotelling model, the authors formulate a new model to study the equilibrium of different buyback models, given the utility maximization of the consumers, the profit maximization and the constraint on nondecreasing market share of the enterprises, and the authors conduct comparative analysis.

Intuitively, enterprises buying back products of other brands would appeal to some consumers. However, the authors find that after implementing the multibuyback scheme, enterprises may not be able to seize competitors' markets or even lose their original customer base in the context considered in this article counterintuitive. In addition, the size of remaining market share and the consumer's multichannel psychological acquisition affect the choice of buyback promotion strategies. Moreover, after implementing multibuyback scheme, customers with old products subsidize those who receive additional discounts. Finally, the authors point out that the buyback strategy choices of companies with different goal-oriented are diverse.

This study has a very solid realistic background and provides guidance for enterprises to implement buyback promotion strategies. In addition, the authors unearth new influencing factors to provide a reasonable explanation for different buyback strategies in reality.

To the best of the authors’ knowledge, this study is one of the first to explore the multibuyback promotion strategy as a new buyback method, where the two influencing factors the authors have not been proposed so far.

The purpose of this paper is to investigate the potential of a new convenience‐enhancing service at the interface between retailers and consumers: time‐based delivery of parcels. The service allows consumers to choose a preferred time slot for a parcel to be delivered. This convenience‐enhancing logistics service may be attractive for consumers, retailers, and logistics service providers. The authors provide insights on consumers' willingness to pay (WTP) for this service and important drivers of its attractiveness.

This paper measures and analyzes the attractiveness and antecedents, the WTP, and the overall revenue potential of this service based on an empirical analysis. A contingent valuation approach was adopted to measure the WTP and the level of usage.

Research results suggest that the level of availability at home and the working hours per week are important antecedents of the perceived attractiveness of the service. Furthermore, consumers who perceive this convenience‐enhancing service as attractive, represent a market segment that has significant revenue potential.

Based on the analysis, important managerial insights are derived that can guide logistics service providers and retailers in their decision to implement such a novel service.

The paper enhances the scope of convenience services, providing empirical data for a time‐based delivery service.