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Halo Effect of Platforms—Scale Development and Empirical Validation of E-commerce Platform Reputation

Zhang Qilin, Wang Xuhui
Journal of Marketing Science    2021, 1 (2): 1-20.  
Abstract51)      PDF (11704KB)(236)       Save

In the transaction processes via an e-commerce platform, buyers will select not only a seller with high reputation, but also a platform with high reputation. Existing research mainly investigated seller reputation and have achieved some results, but the importance of e-commerce platform reputation is neglected. Although some scholars have discussed this construct theoretically, the lack of valid e-commerce platform reputation measurement scale makes it impossible to quantitatively study its antecedents and consequences, and then further advances are hindered by it. To address this omission, the investigation reports a series of 4 studies, and develops a multidimensional scale consisting of 4 dimensions ( cognitive reputation of platform enterprise, affective reputation of platform enterprise, cognitive reputation of sellers, and affective reputation of sellers) which shows good internal consistency and construct validity in subsequent analyses. This scale reflects unique facets of e-commerce platform by incorporating the value co-creation between platform enterprise and its sellers. It provides a more accurate e- valuation index system for e-commerce platform reputation, a reference for innovation of reputation measurement, and also a requisite instrument for the comparative analysis between different platforms, and finally, new directions for future research a- bout the purchase decision of buyers, operation of sellers, and the development strategy of platforms in the field of e-commerce platform.

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Is the Less Natural of Brand Logo, the More Exciting of Brand Personality? —The Influence of Brand Logo's Naturalness on Consumers9 Perception of Brand Personality
Huang Jing, Chen Tingting, Liu Hongliang
Journal of Marketing Science    2021, 1 (2): 134-153.  
Abstract48)      PDF (13085KB)(46)       Save
The visual presentation of brand logo provides a very important visual clue for consumers to interpret brand personality, most of the existing studies focus on the influence of brand logo's high-level visual presentation on consumers' perception of brand personality, while ignoring the impact of naturalness as low-level visual presentation on consumers’ perception of brand personality. In marketing practice, brand managers usually do not know how to make the right choice between two different naturalness levels of brand logo. Once they adopt a brand logo that does not match their own brand personality, there will be an extremely negative consumer reaction. As such, taking the naturalness of logo visual presentation as the starting point, four experiments were carried out to explore the impact of logo's naturalness on the perception of brand excitement personality, the logic behind it, and possible boundary conditions. The results show that : ( 1) compared with the representational logo with high naturalness, the abstract logo with low naturalness is more creative and has a more positive influence on the excitement personality perception ; (2) the product type will adjust the visual effect of logo's low-naturalness, specifically, when the man-made product matches the low-natural abstract logo (vs. high-natural representational logo) , it has a more positive influence on excitement personality perception.
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Research on Persuasion Effect Mechanism of Anthropomorphized Spokespersons—The Mediation Effect of Parasocial Interactions and Positive Emotions
Feng Yuan, Jiang Ling, Li Yanchen
Journal of Marketing Science    2021, 1 (2): 114-133.  
Abstract41)      PDF (13527KB)(288)       Save
Using anthropomorphic characters ( such as anime characters and virtual idols) as spokespersons is a common strategy in the advertising industry. Still, few scholars pay attention to the impact of consumers' anthropomorphic perceptions on the persuasiveness of spokespersons. Previous researches divided anthropomorphic perceptions into two types: systematic and heuristic. Systematic anthropomorphism is to treat anthropomorphic objects as an individual entity that can generate social interactions , while heuristic anthropomorphism is an implicit effect. Based on these two types of anthropomorphism, this study takes different types of spokespersons ( anthropomorphized/real people) as the stimuli to verify the impact of consumer anthropomorphic tendency on the persuasiveness of different spokespersons. Experimental data show that under the moderation effect of individual anthropomorphic tendencies, consumers' perceptions of the parasocial interaction and positive emotions of the spokespersons have a simultaneous impact on the spokespersons’ persuasiveness. Participants with low anthropomorphic tendencies have significantly higher perceptions of parasocial interactions with real people than anthropomorphized spokespersons ; participants with high anthropomorphic tendencies have significantly higher positive emotions for anthropomorphized spokespersons than humans. The research results complement the existing anthropomorphism marketing research and could help companies choose appropriate anthropomorphic strategies for consumer preferences.
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An Analysis of the Impact of E-commerce Platform Reputation on Seller Performance —Based on the Perspective of Lock-in Effect and Signaling Effect
Chen Hong, Zhang Qilin
Journal of Marketing Science    2021, 1 (2): 21-38.  
Abstract41)      PDF (11280KB)(172)       Save
Existing research mainly examines the differences in performances of different stores, affiliated to different sellers and from the same e-commerce platform, which is defined as seller performance difference within e-commerce platform. However, few scholars pay attention to the differences in performances of different stores, affiliated to the same seller and from different e-commerce platforms, which is defined as seller performance difference between e-commerce platforms. Hence, this paper explores the effect and mechanism of e-commerce platform reputation on seller performance via three studies on the basis of reputation theory, in order to find an explanation to the seller's performance differences on different e-commerce platforms.The findings indicate that e-commerce platform reputation has a significantly positive effect on sales, but has no significant effect on price.Moreover, e-commerce platform reputation affects sales primarily through lock-in effect and signaling effect, and the impact is more beneficial when the product is an unpopular product than when it is a popular product. The lock-in effect of e-commerce platform reputation is mainly demoristrcfed by the fact that e-commerce platform reputation has a positive effect on buyers' loyalty to the e-commerce platform exclusively through product variety and seller expertise. In addition, the more experienes the buyers have in transactions on e-commerce platform, the stronger the seller expertise plays intermediary role to e-commerce platform reputation and buyers' loyalty to the e-commerce platform, but buyers’ experience has no moderating effect on the mediating role of product variety. The signaling effect of e-commerce platform reputation is mainly demonstrated by the fact that e-commerce platform reputation has a positive effect on purchase intention exclusively through perceived product quality. Furthermore, the mediating effect of perceived quality is significant for search products, while not significant for experience products.
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The Effects of Mortality Salience and Fresh Start Mindset on Consumer Patience
Chen Siyun, Wei Haiying, Lyu Linxiang, Li Qing, Ran Yaxuan
Journal of Marketing Science    2021, 1 (2): 95-113.  
Abstract31)      PDF (12085KB)(36)       Save
Mortality cues are ubiquitous in human life. Mortality cues have important influences on consumers’ decision-making. This research proposes that mortality salience ( MS) leads individuals to engage in differentiation of consumer patience based on their fresh start mindset ( FSM). Fresh Start Mindset (FSM) is the belief that people can make a new start, start a new journey, as well as start a new chapter regardless of their past or current situation. Based on terror management theory (TMT) , this research focuses on the impact of mortality salience on consumer patience and explores its underlying psychological mechanism (i. e. future time perspective, FTP). Our research adds to the literature in several ways. On the one hand, we contribute to the extant literature on terror management theory. We take a new perspective on this factor (i. e. fresh start mindset) to identify one important boundary condition for mortality salience effects on consumer patience. On the other hand, at a deeper level, we extend the psychology literature by establishing the underlying mechanism (i. e. the temporal perspective) by which consumers become more patient in the face of mortality salience. This research also provides some useful implications for enterprise managers and hospice care providers. Theoretical, practical implications, as well as avenues for future research with regards to our findings are discussed.
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The Value of Time: An Empirical Study on a Ride-Sharing Platform
Guo Maiju, Li Xing, Lei Ying, Li Qun
Journal of Marketing Science    2021, 1 (2): 39-59.  
Abstract26)      PDF (12765KB)(200)       Save
Consumption is usually associated with time spending. Sometimes the length of time itself is part of the products, for example, the length of consulting services or time duration of transportation. In other scenarios, there is a minimum requirement of time, or waiting time, that customers have to spend during their consumption process. Examples include the long queue outside an amusement park, shipping time after placing an order on Amazon, and waiting time when hailing for a ride on the road. Marketers have started to offer various types of time-related service packages correspondingly, such as premium pass, 1-day delivery, and priority order. In this paper, we use anonymized and normalized browsing and order data from Didi-- an online ride-hailing company, and estimate the value of waiting time in riding scenarios. We find that the value of saving one standardized unit of waiting time is equivalent to lowering 0. 97 standardized unit of price for an average passenger.As a reference, upgrading to a higher level of car type is equivalent to lowering prices by only 0. 4 standardized units. The marginal value is decreasing when the time horizon is short, but there exists a turning point at about 1. 5 standardized time units. When the waiting time is less than 1. 5 units, the marginal utility is decreasing; whereas when it is longer than 1. 5 units, passengers exhibit an increasing marginal value in waiting time. Furthermore, we find a larger turning point in peak hour orders (relative to off-peak hour orders) , and in weekday orders (relative to weekend orders). Our study provides new insights on understanding the value of time and is also practically relevant for managerial decisions on time-related product design and pricing.
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Boundary Spanners’ Interpersonal Emotion, Trust and Misbehavior in Marketing Channels: An Experimental Study
Wang Lilei, Wang Luqi, Xu Xing, an
Journal of Marketing Science    2021, 1 (2): 76-94.  
Abstract24)      PDF (11686KB)(160)       Save
This study discusses channel misbehavior based on the perspective of Chinese interpersonal relationship, views the dimensions of channel boundary spanners’ interpersonal emotion relationships ( real emotion、assumed emotion) , and discusses the impact of boundary spanners’ interpersonal emotion relationships on misbehavior. This paper designs 2 ( real emotion: high vs. low) X 2 (assumed emotion: high vs. low) scenario simulation experiments, and emphasises discussing interaction effect of real emotion and assumed emotion on misbehavior. Results show that: ( 1) in the situation of high real emotion, high assumed emotion are more likely to reduce the misbehavior than the low assumed emotion; (2) in the situation of low real emotion, high assumed emotion are more likely to reduce the misbehavior than the low assumed emotion; (3) in the situation of high assumed emotion, high real emotion are more likely to reduce the misbehavior than the low real emotion ; (4) in the situation of low assumed emotion, high real emotion are more likely to reduce the misbehavior than the low real emotion; (5) boundary spanners’ interpersonal emotion has a negative influence on misbehavior through trust; (6) trust mediates the relationship between emotion and channel misbehavior. This study enriches the channel misbehavior for research, provides beneficial references for enterprise management misbehavior.
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Predicting eWOMs Popularity Based on Graph Convolutional Neural Networks
Xu Zhixuan, Qian Minghui
Journal of Marketing Science    2021, 1 (2): 60-75.  
Abstract20)      PDF (9185KB)(19)       Save
The frequent virus-like spread of eWOMs on social platforms plays an important role in product or service marketing and brand image maintenance. How to effectively predict the popularity of eWOMs is of great significance for managers to make reasonable decisions. However, due to the limitations of existing methods and the complexity of the eWOM transmission mechanism, predicting eWOM popularity is still a challenging problem. This study proposes an innovative graph convolutional neural network framework (eWOM-GCN) to predict the eWOM's popularity based on its propagation rules in social platforms. This model employs the spatial graph convolution algorithm to unsupervisedly extract the structural features of the eWOM's propagation paths, and combines its temporal features to predict the future popularity. In this study, the model was applied to the real virus-like spread of eWOMs, and the performance of the model was verified through comparative experiments and ablation experiments.
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