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Article
Publication date: 7 November 2023

Xiaosong Dong, Hanqi Tu, Hanzhe Zhu, Tianlang Liu, Xing Zhao and Kai Xie

This study aims to explore the opposite effects of single-category versus multi-category products information diversity on consumer decision making. Further, the authors…

Abstract

Purpose

This study aims to explore the opposite effects of single-category versus multi-category products information diversity on consumer decision making. Further, the authors investigate the moderating role of three categories of visitors – direct, hesitant and hedonic – in the relationship between product information diversity and consumer decision making.

Design/methodology/approach

The research utilizes a sample of 1,101,062 product click streams from 4,200 consumers. Visitors are clustered using the k-means algorithm. The diversity of information recommendations for single and multi-category products is characterized using granularity and dispersion, respectively. Empirical analysis is conducted to examine their influence on the two-stage decision-making process of heterogeneous online visitors.

Findings

The study reveals that the impact of recommended information diversity on consumer decision making differs significantly between single-category and multiple-category products. Specifically, information diversity in single-category products enhances consumers' click and purchase intention, while information diversity in multiple-category products reduces consumers' click and purchase intention. Moreover, based on the analysis of online visiting heterogeneity, hesitant, direct and hedonic features enhance the positive impact of granularity on consumer decision making; while direct features exacerbate the negative impact of dispersion on consumer decision making.

Originality/value

First, the article provides support for studies related to information cocoon. Second, the research contributes evidence to support the information overload theory. Third, the research enriches the field of precision marketing theory.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 26 January 2024

Innocent Otache

This study aims to explore the mediating role of competitive advantage and the moderating role of competitive intensity in the relationship between innovation capability (IC) and…

Abstract

Purpose

This study aims to explore the mediating role of competitive advantage and the moderating role of competitive intensity in the relationship between innovation capability (IC) and small and medium-sized enterprise (SME) performance and between strategic flexibility (SF) and SME performance.

Design/methodology/approach

The study adopted a survey research design. The data were collected from a conveniently selected sample of 159 SMEs in Nigeria using a self-reported questionnaire. Mediation and moderation analyses were performed using Hayes' PROCESS macro v3.

Findings

Results showed that IC and SF positively affect SME performance. Also, competitive advantage significantly mediates the relationship between IC and SME performance and between SF and SME performance. Additionally, competitive intensity positively and significantly moderates the relationship between IC and SME performance but fails to significantly moderate the relationship between SF and SME performance.

Practical implications

The findings have managerial implications for SME owners and managers. The findings suggest the need for SMEs to develop more IC and increase their SF. Thus, SME owners and managers should invest more in developing IC and SF. More specifically, they should invest more in research and development, the development of intellectual capital (consisting of human capital, structural capital and relational capital) and new technologies, products, services and processes. Also, they should nurture an innovation culture, encourage creative and innovative acts and allow employees to experiment with new ideas without hindrances.

Originality/value

To the best of the author’s knowledge, this study is the first to provide empirical evidence of the mediating role of competitive advantage and the moderating role of competitive intensity in the relationship between IC and SME performance and between SF and SME performance in the context of emerging economies such as Nigeria. The study validates dynamic capabilities theory by demonstrating that IC and SF are dynamic capabilities that give SMEs a competitive advantage and enhance their performance.

Details

African Journal of Economic and Management Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-0705

Keywords

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