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The study aims to examine the indirect relationships via application (app) brand self-relevance emotions and self-relevance that underlie the relationships between perceived value of mobile apps and (brand) love with respect to mobile apps. The study further investigates the moderating role of user–app relationship duration in the formation process of brand love for mobile apps from a dynamic and long-term perspective.

A multiple moderated-mediation model is developed and empirically tested with a sample of 396 users of popular Chinese mobile educational apps.

The study reveals that utilitarian value exhibits positive indirect relationships with brand love for mobile apps through increased positive self-relevance emotions. All three types of perceived value of mobile apps (utilitarian, hedonic and social) affect app brand love positively via self-relevance. These three types of perceived value were found to be serially linked to brand love through self-relevance and self-relevance emotions. Furthermore, empirical evidence is found for the moderating effects of user–app relationship duration.

By testing mechanisms simultaneously in an integrative model, this study investigates the reasons for app brand love that attract a user into a lasting relationship with an app and extends knowledge of the app brand love building process in inducing strong and positive brand–self connections. Our study also makes practical contributions by offering insights into delivering the most desired benefits to mobile app users according to different contextual conditions, in order to attract and retain users in a more cost-effective manner.

The purpose of this paper is to investigate the factors influencing customer loyalty to shopping centres across different emerging countries. Specifically, it seeks to determine how the cultural context moderates the direct effects of shopping centre perceived value and customer satisfaction on customer loyalty.

A shopping centre-intercept survey was conducted among 244 consumers in Morocco and 203 consumers in Tunisia. The proposed model was analysed using partial least squares path modelling.

The results demonstrate the impacts of perceived utilitarian and non-utilitarian value on customer satisfaction with a shopping centre, both moderated by the cultural context. Specifically, utilitarian, hedonic and relaxation values exert stronger influences on satisfaction in Tunisia than in Morocco; but socialisation value has a stronger impact on it in Morocco than in Tunisia. The influences of value dimensions on customer loyalty to the shopping centre do not vary between Tunisia and Morocco.

With these results shopping centre developers and retailers can develop more efficient strategies to target Maghreb emerging countries. For example, they should focus on factors that may increase the utilitarian, hedonic and relaxation values offered by shopping centres in Tunisia but address factors that facilitate socialisation value in Morocco.

By using a cross-culture perspective, this paper extends and enriches knowledge on shopping centre patronage in Maghreb countries. Also, it considers two non-utilitarian values (socialisation and relaxation), which are relevant in Maghreb countries.

The purpose of this paper is to discuss and test the direct and indirect effects of utilitarian, hedonic and social values integrated into the theory of planned behaviour (TPB) to achieve a deeper understanding of consumers’ intention to adopt mobile commerce (MC) in the context of a developing country, Vietnam.

Based on self-administered survey data of 382 Vietnamese consumers, a structural equation modelling approach with latent constructs is used to test the hypotheses.

Perceived values explain consumer attitudes, subjective norms and behavioural intentions in the MC context. In particular, they help to increase the explained variance of the intention to adopt MC by about 9.58 per cent compared with the TPB. Finally, a cross-effect on consumer attitudes from subjective norms is also found.

Future studies would benefit from investigating other variables (e.g. innovativeness or trust) and using actual behaviour (e.g. online purchases).

Business managers should pay attention to different forms of consumer values to understand how and why consumers adopt MC in a developing country.

This study fills the gap in the literature by simultaneously investigating the role of utilitarian, hedonic and social value in a TPB model in the MC context.

This paper examines the effect of shopping value (utilitarian, hedonic and social) on shopping satisfaction and store revisit intention in the post-pandemic phase. Additionally, the authors investigate how shoppers’ COVID-responsible behaviour and visit frequency are contingent on their shopping value evaluations.

Data were collected (n = 527) using the store intercept method during March 2022 (a recovery phase from the third wave of COVID-19 in India). The authors adopted structural equation modelling to test the proposed model.

Shopping values significantly impacted shopping satisfaction and store revisit intentions. The effects of utilitarian and hedonic value on satisfaction were stronger for frequent shoppers than infrequent shoppers. While utilitarian value contributes to stronger satisfaction of COVID-responsible shoppers, COVID-non-responsible shoppers are better satisfied with social value. The impact of hedonic and social value on satisfaction has reduced significantly from the pre- to post-pandemic phase.

Practising managers should recognise that positive shopping value evaluations are important for generating satisfaction. Notably, the utilitarian value becomes more important in times of environmental exigencies. The study provides insights to devise strategies to attract and retain frequent shoppers who are major contributors to the store’s profit.

This study is one of the few studies which focuses on in-store shopping and consumers’ shopping value evaluations in a COVID-19 recovery phase. This study is one of the first that compares the post-pandemic shopping value judgement to a pre-pandemic phase. The authors provide valuable insights into store revisit intentions of shoppers who behave responsibly in a challenging environment.

This research analyzes how the dimensions of the customer experience derived from using a digital kiosk during the store visit influence shopping value, self-mental imagery and the behavioral intentions of buying and word of mouth. Mediation effects of utilitarian, hedonic and social shopping values are examined, as well as the mediating effect of self-mental imagery.

Two empirical studies were conducted to test the research hypotheses. A first analysis was carried out using a sample of 115 customers from several retail sectors. For the second study, 200 customers of one of the largest international sporting goods retailers were interviewed immediately after their store visit.

The results confirm significant influences of each dimension of the digital kiosk customer experience (sensorial, pragmatic, cognitive, social) on shopping value and self-mental imagery. They highlight strongest effects as well as the quasi-generalized mediating role of these values, and this self-mental imagery in the relations between the components of the experience and the behavioral intentions.

The studies were carried out in only one country (France). It would be also useful to consider variations in shopping motives and in involvement between retail sectors. Highlighted relationships should be deepened by experiments intended to identify the psychological mechanisms and emotions capable of mediating influences of customer experience on shopping value.

The results encourage both advice on the design of digital kiosks and the specifications of their content and several recommendations about the widespread introduction of kiosks or similar new technologies.

This research highlights influences of each of components of customer experience when using an interactive kiosk on shopping values and self-mental imagery, and central roles of these in understanding influences of the customer experience on behavioral responses.

This study explores customers' omnichannel continuance intention from the perceived value perspective and examines the differences between planned and unplanned purchases.

A survey method was used to collect data from 311 omnichannel customers. The research model was tested by employing structural equation modelling.

The results indicate that perceived values, namely, utilitarian, hedonic and social value, positively affect customers' omnichannel continuance intention through attitude. Hedonic value is the main demand of omnichannel customers. Purchase plan plays a moderating role in the relationships between perceived values and attitude. Specifically, the effect of utilitarian value on attitude is greater for unplanned purchases than for planned purchases, whilst the effects of hedonic and social value have no difference between planned and unplanned purchases.

The findings provide guidelines for omnichannel retailers' channel integration and customer value proposition. Retailers should provide more hedonic and social value in customers' entire shopping process through channel integration and consider customers' purchase plan when providing utilitarian value.

This study contributes to the literature on omnichannel customer behaviour by identifying new influential factors that impact customers' omnichannel choice. It also extends the application of the theory of consumption values to omnichannel shopping and identifies the role of purchase plan in value offerings.

Online shopping has continued to grow in popularity, and the advance of internet technology has enhanced customers’ experiences. One technology online retailers have been using to increase sales is virtual try-on (VTO). The purpose of this paper is to investigate how such technology affects online consumers’ purchase decision process towards purchase intention, especially from an integration of utilitarian, hedonic and risk perspectives, by using advanced partial least square (PLS) approaches.

This study applied a web-based survey approach for data collection from online apparel retailing websites. The survey instrument was developed by adapting previously validated measurement items. The valid data collected were analysed using PLS with multi-group analyses. Advanced PLS techniques such as examination of discriminant validity using heterotrait-monotrait ratio, tests of out-of-sample prediction performance, and measurement invariance of composite models were applied.

The results of examining the proposed model reveal that customers’ attitude towards VTO technology can affect their intention to purchase a garment online, which is affected by perceived usefulness, perceived enjoyment and perceived privacy risk. Perceived ease of use is found to affect perceived usefulness and perceived helpfulness. The results also show no significant differences among age groups and genders in terms of the role of VTO technology in the full decision process towards online purchase intention.

This study enhances the understanding of the roles that VTO technology plays in consumers’ online purchase intention by providing an integrative view of its utilitarian value, hedonic value and risk. This study demonstrates the feasibility of applying advanced PLS techniques to investigate online consumer behaviour, particularly in the field of VTO application in online retailing. Implications for online retailers and designers of VTO technology are also derived from the findings.

This paper aims to investigate how the cognitive value perceptions and affective attitudes of Millennial consumers are related to behavioral intent in the context of collaborative consumption and how such relationships may be moderated.

Two scenario-based online studies were conducted with young consumers concerning several collaborative consumption services.

Using structural equation modeling, the authors found that specific dimensions of value perceptions (utilitarian, hedonic and symbolic) have differing effects on young consumers’ attitude and empathy toward collaborative consumption services. The analysis shows no moderating effects for perceived consumer effectiveness (Study 1 and Study 2) but a significant moderating effect for consumer innovativeness (Study 2).

This research identifies important factors for the attitudinal and behavioral outcome of young consumers, an important consumer group for the emerging trend of collaborative consumption. Also, the role of empathy and two personal traits offer insights.

Substantively, the findings guide marketers in the sharing economy in elevating their strategic tactics and effective approaches to reach this important consumer group.

Given the paucity of research on consumer groups in this context, the current research breaks new ground by investigating value perceptions and empathy as drivers of positive reactions and moderating factors within the collaborative economy.

Taking a mixed-method approach, this research developed and validated a novel, value-centric experience framework delineating robotic involvement in the service encounter and its subsequent impact on customers' experiences.

Focused on robotic restaurant businesses where robots are mainly involved in food production processes, this research utilized online customer review data and a multistage, mixed-method design for empirical examination. Automated thematic analysis was first adopted to facilitate a comprehensive understanding of the empirical reality as reflected in online customer reviews. Following an analytic induction process, a theoretical framework was developed integrating prior literature with the empirical reality to uncover the relationships across robotic involvement, experiential values and evaluative outcomes. A theory-driven, dictionary-based content analysis together with path analysis further enabled empirical validation of the developed theoretical framework.

The current research developed and validated a value-centric experience framework to theorize robotic involvement in the service encounter and its downstream impact on customers' experiences. Specifically, this framework conceptualizes robotic involvement as a five-dimensional composition of robotic visibility, competency, performanism, co-creativity and prominence. In addition, the framework specifies seven dimensions of experiential values revolving around high-tech–high-touch robotic service encounters, namely sensorial, utilitarian, hedonic, social, agentic, epistemic and aesthetic values. Following empirical validation, this framework sheds light on robotic involvement and experience design for high-tech–high-touch service businesses aiming to incorporate robots in their service encounters.

Drawing on classic service role theory and consumption value theory, this research developed and validated a novel theoretical model connecting robotic involvement dimensions with experiential consumption values and downstream customer evaluative outcomes. This research and theoretical framework open an exciting avenue for future research in robotic services and customer experiences.

Based on stimulus-organism-response model, the purpose of this paper is to develop an integrated model to explore the effects of six marketing-mix components (stimuli) on consumer loyalty (response) through consumer value (organism) in social commerce (SC).

In order to target online social buyers, a web-based survey was employed. Structural equation modeling with partial least squares (PLS) is used to analyze valid data from 599 consumers who have repurchase experience via Facebook.

The results from PLS analysis show that all components of SC marketing mix (SCMM) have significant effects on SC consumer value. Moreover, SC customer value positively influences SC customer loyalty (CL).

The data for this study are collected from Facebook only and the sample size is limited; thus, replication studies are needed to improve generalizability and data representativeness of the study. Moreover, longitudinal studies are needed to verify the causality among the constructs in the proposed research model.

SC sellers should implement more effective SCMM strategies to foster SC CL through better SCMM decisions.

The SCMM components represent the collective benefits of social interaction, exemplifying the importance of effective communication and interaction among SC customers.

This study develops a parsimonious model to explain the over-arching effects of SCMM components on CL in SC mediated by customer value. It confirms that utilitarian, hedonic, and social values can be applied to online SC and that SCMM can be leveraged to achieve these values.