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Social commerce (s-commerce) has gained widespread popularity as a social platform where customers engage in resource-sharing activities such as information exchange, advice-seeking and expressing their opinions on mutual interests. However, existing studies have not fully comprehended the drivers of electronic customer-to-customer interaction (eCCI) and how such behavior contributes to the customer “stick” on s-commerce sites. This study develops the Motivation–Opportunity–Ability (MOA) theory and investigates the impact of MOA factors on eCCI, which in turn affects customer stickiness.

A survey was used to acquire data from 455 valid respondents, and the research employed a combination of fuzzy-set qualitative comparative analysis (fsQCA) and structural equation modeling.

The results revealed associations between perceived self-efficacy, intrinsic motivation, tie strength with other customers, eCCI and customer stickiness.

Considering the limited availability of complete eCCI frameworks in existing scholarly works, the authors present valuable perspectives on the role of consumer characteristics as both antecedents and consequences of eCCI. Additionally, this study proposes a research agenda for the field of eCCI on s-commerce sites.

The sharing economy has evolved as a result of the diffusion of information and communication technology and facilitates collaborative consumption and production otherwise known as value co-creation. The present research aims to explore the consumer responses to value co-creation in sharing economy such as satisfaction, brand preference and enduring buyer–platform relationships, amid consumer's CSR concerns.

Drawing on the sharing economy and value co-creation literature and rooted in the stimulus-organism-response framework, an online panel data provider was employed to recruit 393 actual sharing economy consumers from the United States. Empirical analyses are performed using structural equation modeling through Amos, version.27.

Findings confirm that value co-creation intentions contribute to consumers' satisfaction, brand preference and sustainable social relationships in the sharing economy. As expected, heightened concerns of corporate social responsibility (CSR) led to decreased consumer satisfaction with the sharing economy platform.

The study contributes to the digital sharing economy literature by emphasizing the role of CSR perceptions for building long-term relationships (buyer–platform relationships) where value co-creation is crucial.

This study aims to synthesize and integrate findings from diverse research on the antecedents and moderators of customer loyalty in the banking sector. Through a comprehensive meta-analysis, the research seeks to understand the primary drivers of bank loyalty and the potential cultural, economic and social indicators that might influence these relationships.

A rigorous meta-analysis was conducted, analyzing 275 studies with 1,365 effect sizes involving over 134,000 bank customers from more than 50 countries. The research evaluated the effect sizes of the main relationships between loyalty antecedents and consequences and assessed the influence of cultural, economic and social moderators.

The study identified key antecedents of bank loyalty, with responsiveness, privacy, commitment, trust and empathy being paramount. Cultural dimensions, such as individualism and masculinity, significantly moderate the relationships between trust and loyalty. The human development index (HDI) was also identified as a significant economic moderator, particularly influencing the relationship between satisfaction and bank loyalty.

This research offers a holistic view of bank loyalty, bridging gaps from conflicting findings in prior literature. Examining a vast array of studies across diverse cultural and economic contexts provides empirical generalizations about bank loyalty behavior, offering valuable insights for academia and the banking industry.

Firms can benefit from designing sales promotion based on the analysis of consumers' physical exercise and purchase data. This study aims to study mobile exercise app data to explore how purchasing a promoted or nonpromoted product affects exercisers’ subsequent exercise and purchase behaviors.

Drawing from the theoretical framework of overjustification effect, this study empirically examines the effects of the purchase of promoted – monetary and nonmonetary – or nonpromoted products on relationships (1) between past and subsequent exercise behaviors and (2) between past exercise and subsequent purchase behaviors. Novel data of one million exercise activities and purchase transactions created by 7,517 mobile exercise app users were collected.

The results reveal that monetary and nonmonetary promotions have a negative effect on overall consumers’ amount of physical exercise but increase heavy exercisers’ exercise amount. In addition, nonmonetary (monetary) promotion has a positive (negative) effect on consumers’ purchase expenditure but has no moderating effect on the exercise–expenditure relationship.

This study provides a theoretical framework explaining how to mitigate the dark side of sales promotions while targeting right exercise consumer segments with the right promotion campaigns.

This study aims to predict customer churn in resort hotels by calculating the churn probability of repeat customers for future stays in the same hotel brand.

Based on the recency, frequency, monetary (RFM) paradigm, random forest and logistic regression supervised machine learning algorithms were used to predict churn behavior. The model with superior performance was used to detect potential churners and generate a priority matrix.

The random forest algorithm showed a higher prediction performance with an 80% accuracy rate. The most important variables were RFM-based, followed by hotel sector-specific variables such as market, season, accompaniers and booker. Some managerial strategies were proposed to retain future churners, clustered as “hesitant,” “economy,” “alternative seeker,” and “opportunity chaser” customer groups.

This study contributes to the theoretical understanding of customer behavior in the hospitality industry and provides valuable insight for hotel practitioners by demonstrating the methods that facilitate the identification of potential churners and their characteristics.

Most customer retention studies in hospitality either concentrate on the antecedents of retention or customers’ revisit intentions using traditional methods. Taking a unique place within the literature, this study conducts churn prediction analysis for repeat hotel customers by opening a new area for inquiry in hospitality studies.

The development of the digital age has made data and information more transparent, enhancing the strategic perspectives of both buyers (strategic waiting) and sellers (price fluctuations) in their decision-making. This research investigates the optimal dynamic pricing strategy of the content product developer in relation to their consideration of consumer fairness concerns to elucidate the impact of consumer fairness concerns on the dynamic pricing strategy of the developer.

This paper assumes that monopolistic content developers implement a dynamic pricing strategy for the content product. Through constructing a two-period dynamic pricing game model, this research investigates the optimal decisions of the content developer, contingent upon their consideration or disregard of consumer fairness concerns. In the extension section, the authors additionally account for the influence of myopic consumers on these optimal decisions.

Our findings reveal that the degree of consumer fairness concerns significantly influences the developer’s optimal dynamic pricing decision. When a developer offers content products with lower depth, there is a propensity for the developer to refrain from incorporating consumer fairness concerns into a dynamic pricing strategy. Conversely, in cases where the developer offers a high-depth content product, consumer fairness concerns benefit the developer. Furthermore, our analysis reveals a consistent benefit for the developer from the inclusion of myopic consumers.

Few studies have delved into the conjoined influence of consumer fairness concerns and strategic behavior on dynamic pricing strategy. Our findings indicate that consumer fairness concerns can enhance the efficiency of the value chain for content products under specific conditions. This paper not only enriches the existing literature on dynamic pricing by incorporating consumer fairness concerns theoretically but also offers practical insights. The outcomes of this research can guide content product developers in devising optimal dynamic pricing strategies.

The purpose of this study is to examine the determinants impacting consumer behaviour in organic food consumption in Bangladesh. This study aims to identify the key factors facilitating organic food consumption and establish a framework by analysing their contextual relationships.

The study used interpretive structural modelling (ISM), relying on expert perspectives from experienced academicians and marketing professionals. A Matrice d'Impacts Croisés Multiplication Appliqués à un Classement (MICMAC) analysis was performed to assess the driving forces and interdependencies among these determinants.

The MICMAC analysis grouped determinants influencing organic food purchases into four categories. The dependent factors, like attitude and food safety, showed moderate driving forces and high dependence. Linkage determinants, such as environmental concern and price, exerted considerable influence with moderate dependence. Independent variables, especially knowledge about organic food, had a strong impact with relatively low dependence.

This study’s insights offer valuable guidance for managers in the organic food industry, providing strategies to address consumer behaviour. Prioritising education on environmental benefits, transparent pricing, collaborating on policies, ensuring food safety and understanding determinants impacting purchase intent can aid in designing effective marketing strategies and product offerings aligned with consumer needs, ultimately promoting sustainability.

To the best of the authors’ knowledge, this study is the first to investigate the interconnections and relative significance of determinants influencing organic food purchases, using the ISM approach and MICMAC analysis. It delves into the previously unexplored territory of understanding the relationships and hierarchical significance of these determinants in shaping consumer behaviour towards organic food purchases.

This study aims to investigate the association between cognitive moral development (CMD) and unethical pro-organizational behaviour (UPB) by taking purchasing employees as research subjects. The moderating effect of perceived leader’s UPB is also explored.

Data were collected through a two-stage questionnaire survey on purchasing employees in companies across a spectrum of industries in Taiwan, and 492 purchasing employees were analysed in the study.

Research findings reveal that employees at the conventional level of CMD are more likely to conduct UPB than those at the pre-conventional and post-conventional levels. Perceived leader’s UPB will moderate the association between CMD and UPB. Employees’ UPB is strongly associated with their CMD when they perceive their leaders as being likely to perform UPB.

Although a variety of factors influencing UPB have been proposed in the literature, none of them have analysed the association between CMD and UPB. However, CMD is one important factor affecting ethical decision-making. The present study can promote further understanding of the role of CMD in UPB and contribute to a growing body of research on CMD and UPB.

The tech savvy generation Z consumers constitute a significant market of online shopping. Understanding their shopping behavior is thus a pressing need to expand the e-commerce business. Under this backdrop, the study aims to predict the online shopping behavior of generation Z customers in Bangladesh.

This study used the theory of consumption values (TCV) along with shopping enjoyment to understand the online shopping behavior of generation Z. A structured set of questionnaire was used to gather the responses on a five point Likert scale. A total of 411 valid responses were considered after discarding incomplete responses. The collected data were analyzed using the partial least squares structural equation modeling (PLS-SEM) approach with the help of smart PLS 4.0 software.

The statistical findings reveal that functional value is the most significant determinant of online shopping behavior among generation Z followed by social value, conditional value and epistemic value. The study also reveals that relationship between emotional value and online shopping behavior and relationship between conditional value and online shopping behavior is moderated by shopping enjoyment.

The paper contributes to the consumer behavior literature as the findings provide a comprehensive model from values perspectives to understand online shopping behavior among Gen Z customers in a developing country like Bangladesh. The findings of this study offer important insights to the marketers also since it reveals the values consumers consider while shopping online. The findings might help practitioners develop their online strategies to expand the business.

Global brands have become increasingly vulnerable to external disruptions that have negative spillover effects on consumers, business and brands. This research area has recently garnered interest post-pandemic yet remains fragmented. The purpose of this paper is to recognize the most impactful exogenous brand crisis (EBC) and its affective and behavioural impact on consumers.

In Study 1, we applied repertory grid technique (RGT), photo elicitation method and ANOVA comparisons, to identify the most significant EBC, in terms of repercussions on consumer purchases. In Study 2, we performed collage construction and content analysis to ascertain the impact of the identified significant crisis (from Study 1) on consumer behaviour in terms of affective and behavioural changes.

Study 1 results reveal Spread-of-diseases and Natural disaster to be the most impactful EBC based on consumer’s purchase decisions. Study 2 findings uncover three distinct themes, namely, deviant demand, emotional upheaval and community bonding that throws light on the affective and behavioural changes in consumer behaviour during the two significant EBC events.

The collated results of the two studies draw insights towards understanding the largely unexplored conceptualisation of EBC from a multi-level (micro-meso-macro) perspective. The integrated framework drawn, highlight the roles and influences of different players in exogenous brand crisis management and suggests future research agendas based on theoretical underpinnings.

To the best of our knowledge, this is the first study which identifies the most important EBC and explicates its profound impact on consumer purchase behaviour, providing critical insights to brand managers and practitioners to take an inclusive approach towards exogenous crises.